roadblocks to success Danay Escanaverio

How Latina serial-preneur Danay Escanaverino overcame roadblocks to success

Roadblocks to success, whether those she encountered in business or life, did not stop Danay Escanaverino, CEO of LunaSol Media, a digital agency she has owned for 9 years to help brands connect with Hispanic consumers online.

She is also the Founder of MiraClick. her new venture, an affiliate network for Hispanic and Latino bloggers and creators to monetize their following with campaigns made for Latinos. We interviewed Danay as our Latina Entrepreneur of the Month. Congratulations on a fantastic journey and thanks for sharing with our readers!

roadblocks to success Danay Escanaverio

Danay Escanaverino, CEO LunaSol Media and MiraClick.

LIB. How did you start your venture or make the decision to go into business?

I have been an entrepreneur for as long as I can remember. When I was little, my brother and I would go door to door selling whatever we could get our grubby little hands on that had some type of value. In fact, our dad was the superintendent at the projects where we grew up, and we would scavenge apartments after someone moved out and find things to sell.

I became an internet geek when I was in college in the 90s and built my first website in 1995 when there was only HTML1.0 and mosaic browsers.

In the late 90s and early 2000s I did everything from owning an internet café with my brother to contracting with companies to train their workforce to design websites, and other related tasks.

In 2003 I created and managed my first affiliate program for an online travel agency named eLeisureLink. After that, I worked for a couple of startups in the online marketing space including MediaWhiz, which was acquired in 2006.

Between 2005 and 2009, I launched several successful affiliate networks including Filinet and Filiado. My passion has been introducing the affiliate model to the Hispanic market, but it wasn’t until recently that the market finally reached a place where there was a mass of US Latinos creating content to monetize.

roadblocks to success

LIB. Tell us the obstacles and struggles you had with your business or career and how did you overcome them so our readers can learn from your experiences.

I’ve had several failures and obstacles, and each has taught me very valuable lessons. The first was with my first partner. That one taught me to really flesh out each partner’s vision of what is being invested and what everyone expects as the business starts to make money.

Most people don’t talk about how much needs to be reinvested for growth, which can lead to a lot of problems when revenue starts growing. It was painful walking away from a company I had built into a successful business, but it was the right thing to do and was a hard-won lesson.

My second failure was yet another partnership, and my last. It taught me that I didn’t need a partner to begin with. I could bootstrap my business and grow it slowly which enabled me to make the right decisions for my business but most importantly, my clients.

My third setback and the biggest was the death of my brother Gene two years ago. The death of my only sibling left me in a depression that rocked my world in a way I couldn’t really fathom.  He was my big brother, my mentor and the one person I always wanted to impress.

I had to take a step back and learn to re-connect with life in a way I wasn’t prepared for. I started to blog in trying to get some of those difficult emotions out.

During that process I connected with a lot of Latina bloggers and I realized how much the Latino blogging and creator space had grown. During the same time, the political climate and the negative views of the Latino contribution to this country really were bothering me. I knew that we were an incredible asset, a huge, positive part of the economic fabric of this great country.

roadblocks to success Danay Escanaverio

The Latina Meetup in DC was a networking success. #hispanicwomenlead #networking #latinaprofessionals — with Claudia Patricia González, Norida Torriente, Danay Escanaverino and other members at Tredici Enoteca DC.

That’s when I realized that the time for MiraClick was finally here. It was time for a place to facilitate that economic power between the people who have an audience and those who have the products.

LIB. What are your strengths as a Latina business owner that allowed you to overcome roadblocks to success and how do you apply them to your activity?

I am an immigrant and I grew up watching my parents and their friends working really hard. My brother also was a very hard worker and my mentor when it came to embracing technology as a kid. I’ve always been willing to work harder than anyone else I know, and that has enabled me to find success as an entrepreneur. I don’t ask myself if I can do something. I ask myself what tools do I need to do to get the results I want.

roadblocks to success

LIB. Tell us an anecdote or favorite story about your business and why you are so eager to achieve success.

I’m incredibly passionate about the Hispanic market in general. It blows my mind that 55 million US Latinos represent what could be considered the world’s 7thlargest economy with an economic output of over $2 Trillion. As a capitalist and entrepreneur, that spells a huge opportunity for us to defragment our spending power and unite it in an effort to support Latino causes. The money is there, we just need to choose where and with whom to spend it.

That is one of the catalysts for launching MiraClick, where Latino creators and influencers can monetize their audiences and followers with Latino businesses and products.

LIB. What would you say to other Latinas who are thinking of starting their own business or would like to achieve success in their profession or career?

Draw power from your immigrant story, whether it’s yours, your parents or farther up the family tree. That work ethics is our superpower.

I know there has been a lot of buzz the last few years about the laptop lifestyle and working less. Most of the people who are promoting this really aren’t as successful as they are trying to portray. They are usually trying to get you to buy some kind of coaching or consulting. You don’t own a business, it owns you.

And if you want to succeed, you have to be willing to put in ridiculous hours until you get to the point where you can hire others to do it. And even then, no one will tend to your vision the way you will.

You might be interested: Four Latina entrepreneurs featured on semifinalists in HSN competition

That said, you CAN have some work-life balance, but it will look very different from the 9 to 5 crowd. For example, you will be able to volunteer at your kids’ school, but you will probably have to make up for that time off by being up past midnight finishing up some work.

You must be honest with yourself about whether it’s worth it. I think that for the true entrepreneur, it’s always worth it.

Black and Latina entrepreneurs

JPMorgan Chase $1M investment supports Black and Latina entrepreneurs startups

It’s no secret that Black and Latina entrepreneurs often face many unfair disadvantages in business. However, some initiatives seem to be turning the corner in helping women small businesses grow their entrepreneurial potential. 

Black and Latina entrepreneurs

Latina entrepreneurs are the fastest growing demographics opening businesses in the USA

Studies show that “women of color are the fastest growing segment of entrepreneurs in the U.S. with more than 1.5 million businesses– a 322% increase since 1997.” This is amazing, right? And yet they only receive “less than one percent of all venture investment.” They also have less advantages when it comes to wealth, financial safety nets, and networks that other entrepreneurs rely on for success. [#ProjectDiane]

These statistics are discouraging, but changes taking place within the entrepreneurial landscape offer hope.  

JPMorgan Chase announced a $1 million investment to support Black and Latina entrepreneurs’ startups. This investment is part of their Small Business Forward initiative which strives to provide “flexible financing and support to underserved women, minority, and veteran-owned small businesses.” The investment will be divided and invested into two programs: digitalundivided (DID) and iNENT Manifesto.

Both programs are focused on supporting and empowering Black and Latina entrepreneurs, specifically focused in the tech field.

DID and its two projects for Black and Latina entrepreneurs

Black and Latina entrepreneurs

Over 1.5M Hispanic women own businesses isn the USA

DID is a social enterprise founded in 2013, that works to support Black and Latina entrepreneurs in innovation focused entrepreneurship.

  1. Half of the $1 million investment will go towards two projects within DID. The first project will incubate 40 startups founded by women of color. This is a 26-week cohort that will provide mentorship, business planning, and marketing strategies to teach these start-ups helpful tips to make their businesses successful.
  2. The second DID project that will be funded is a second version of #ProjectDiane, a research study about the state of Black women in tech entrepreneurship in the United States. This second study will expand to include Latinas and will be released later in 2018.

The iNTENT Manifesto

The other half of the investment will go toward funding the iNTENT Manifesto, “an educational and investment platform based on good design, intent and investment to drive meaningful amounts of capital to women of color tech startups.” The project aims to raise the visibility and support for women of color entrepreneurs through a series of workshops and educational campaigns.

“Our mission is to create a more inclusive economy in which entrepreneurs from all backgrounds have a fair shot at building and scaling their companies,” said Janis Bowdler, Head of Small Business Initiatives, Global Philanthropy, JPMorgan Chase. “We are proud to support digitalundivided and iNTENT Manifesto in their goal to elevate women of color as technology business leaders and owners. Thanks to their efforts we are beginning to change the face of entrepreneurship in the tech industry.”

This investment is a great start in leveling the playing field for Latina entrepreneurs and women of color in business. Hopefully it will inspire others to follow in the firm’s footsteps and invest in these women and their ventures.

For more information, visit and follow #SmallBizForward on Twitter.

JPMorgan Chase Small Business Forward Black and Latina entrepreneurs

JPMorgan Chase Small Business Forward initiative helps minority businesses grow and expand

2017 Highlights

10 highlights and most read articles in 2017

A reminder of the 10 highlights and most read articles in 2017 comes in handy at the end of the year to know if we really achieved the goals we had set for ourselves.

10 highlights Susana G Baumann

As we predicted at the end of 2016, we were ready to make 2017 a terrific year with many landmarks to be defined and growth to be achieved. We are proud to look back at this year as one of major accomplishments:

  1. We started this year on the right foot: we received our 2017 Latina of Influence Award from Hispanic Lifestyle, among other 30 accomplished Latinas that met in Ontario, California to receive such a distinction.
  2. On June 3rd, we conducted our first Female Leadership Business Retreat
    The 3 Pillars of Effective Female Leadership
    in strategic partnership with Mindful Consultants LLC and the participation of Yoshida Consulting LLC. Excellent results and testimonials from all participants!
  3. Our participation at several events increased through the year with old and new strategic and media partnerships including the Statewide Hispanic Chamber of Commerce of New Jersey, the Red Shoe Movement, ALPFA, the Latino Networks Coalition, the Hispanic Leadership Association, New America Alliance, Prospanica, Hispanic Federation, Univision 41, Latin Trends, Americano Newspaper, Nuestra Gente, and many more. We are very grateful for these collaborations and we hope they will continue and get stronger in 2018.
  4. We started our Abasto Magazine column that goes on print and digital outlets bimonthly. So far, we have published four articles; we encourage you to contact us if you are interested in being featured on their pages that reach over 30K decision-makers in the food industry nationwide.
  5. We built a partnership with IFundWomen, a crowdfunding organization that works exclusively with the female economy. Expect to see great things happening in 2018!
  6. We proudly participated and represented Latinas and women at the Latinas say Presente at the Women’s March on Washington. It was an exciting day for the defense of women’s rights. We will continue to do more on Equal Pay and gender disparity in the workplace in the coming year.
  7. In solidarity with our brothers and sisters who were victims of climate change catastrophes, we donated $2000 to the Hispanic Federation’s Puerto Rico and Mexican Disaster Relief Funds working in partnership with LNC and Prospanica.

    Latina SmallBiz Expo Pitch Competition winner

    Beth Maramolejos, President of Prospanica NY Chapter receiving the $2000 donation from Susana G Baumann, to Puerto Rico and Mexico Disaster Relief Fund.

  8. We continued to advocate for Dreamers, farm workers, low-paying Latino workers and undocumented or uninsured Latinos working in strenuous conditions.
  9. So far, we have promoted for FREE over 120 LIBizus –Latina small businesses and Latina entrepreneurs– building community around them! We are proud of this growing demographic that continues to expand its influence and become a relevant player in the US economy.
  10. In September, we were invited to be a panel speaker at the Prospanica National Conference that took place in Philadelphia, PA. Very proud to have been selected to represent Latina entrepreneurs among the members of this national organization that promotes Hispanic professionals.
  11. We ended the year in style with our Latina SmallBiz Expo and Pitch your Business to the Media Competition. In addition to our third year Pitch Competition, we added the Latina SmallBiz Expo that gathered 46 exhibitors and 10 Latina entrepreneurs who competed for a Grand Prize of $1000.
Latina SmallBiz Expo Pitch Competition winner

Susana G Baumann with Pitch Competition Participants

We are very grateful to all who took a step forward to support our labor of love, especially sponsors and supporters. Thanks to NJIT for hosting our event, Bank of America for being our Presenting Sponsor, proud of MassMutual Tri State for achieving the Latina Leadership Award and Univision 41 for their unconditional media support.

Looking forward into 2018

Our goals for the next year include strengthening our editorial work and increasing publishing frequency. We also look forward to creating new strategic alliances and partnerships with several organizations to achieve critical mass in improving working conditions for Latina entrepreneurs and Latinas in the workplace.

We expect 2018 to be a year of fruitful consolidation of our signature events and a year of great growth of our social media community, that has reached over 25K organic followers spread among all social media channels.

To continue our work, we need your support and your enthusiasm. Please donate to our campaign I support a Latina entrepreneur so we can expand our reach to all Latinas that work diligently in building community around them.

5 Most read articles in 2017

Angelique Sina joins the Editorial Advisory Board

8 Latina entrepreneurs from NJ, NY and TX at Latina SmallBiz Expo Pitch Competition

ALPFA Yvonne Garcia what is missing in female leadership?

Latinas say Presente at the Women’s March on Washington

Bellaria Jimenez, a Latina leader’s passion helps others achieve their dreams

Most read original article from Contributor (Luis Moreno)

Luis Moreno

Luis Moreno Contributor

5 Key traits of great leaders that are good for the heart

Most read article of all times

Latina entrepreneur converts chocolate cravings into plant cloning business

Thank you! Gracias!

Happy 2017 Holidays to all from us!

The Team


best Holiday gifts

10 best Holiday gifts to support Latina entrepreneurs in 2017

Still looking for the best Holiday gifts? Here are some ideas that not only will be a great gift but also will help a Latina entrepreneur achieve her dreams!

At, we are all about promoting Latina entrepreneurs and Latina small businesses. We also support the work of numerous Latina leaders in the country so here is a list of the best Holiday gifts you can choose to make a great impression and yet support a Latina working woman.

  1. Donate $50 to our campaign and receive a beautiful Tote Bag

Looking for a gift that will make a difference?

We donated $2000 to Puerto Rico and Mexico Disaster Relief funds through the Hispanic Federation. Now we need YOUR help to continue supporting our labor of love.

For three years now, we have been promoting Latina small businesses with five employees or less COMPLETELY FREE! Only a small $50 donation will help us continue helping Latina entrepreneurs and Latina small businesses achieve their dreams.

Donate $50 and you will receive our thanks with a very practical Tote Bag that will proudly announce, “I support a Latina entrepreneur.”


  1. Today’s Inspired Latina™
best Holiday gifts

Yai Vargas, Founder Latinistas and Minue Yoshida, business and public speaking coach


Today’s Inspired Latina™ is a book series of inspiration and hope, a poignant collection of personal stories that will activate your passion.  These are success stories that need to be told, to motivate our community for generations to come. By overcoming language barriers, self-doubts and other obstacles in their way, these strong Latinas are a great example of how inspiration and perseverance can lead you to happiness and success in business and life. It’s a positive, empowering read for anyone sitting on a dream and thinking it can’t come true. Today’s Inspired Latina™ shows that it can!





Hanging Secrets intimate apparel organizer closet

Hanging Secrets intimate apparel organizer

3. Hanging Secrets

Frances Prado is the winner of several national contests and a Home Shopping Network regular with her extraordinary bras and underwear organizer “Hanging Secrets.”

Frances is a proud daughter of Mexican immigrants who found her passion of being a Latina entrepreneur later in life and is devoting part of her profits to cancer research. ‘

This practical and useful product comes in two versions so you have choices, the regular size that fits perfectly in your closet, and the traveler size to take all your intimates in a perfect condition no matter where or how long you are traveling. Get them both!



  1. Tu Mejor Edad – Para tener una vida extraordinaria

The inspiring story of the founder and editor-in-chief of, a community of women in their thirties, forties, fifties and beyond who want to live their lives without barriers and enjoy every minute of it. Lorraine C Ladish is a prolific author, blogger, writer and social media maven that has created a dynamic community of women around the world.

your best age lorraine ladish


  1. Lux Beauty Club Hair Extensions

From Human Wavy Tape-In Hair Extensions to Clip-Ins, and from Synthetic Clip-In Hair Extensions to Synthetic Straight Flip-In Hair Extensions, there is something for everyone who would like to have astonishing hair. Lux Beaty Club is now offering 10% discount if you get in before the end of year!

hair extensions Lux Beauty Club


  1. Red Shoe Movement

Buy any of the products featured on the Red Show Movement site and you will be on your way to a fantastic journey of empowerment and networking. From books to webinars to charms and more, the Red Shoe Movement is a powerful opportunity to make your career dreams a reality in corporate and in business.

Red Shoe Movement Signature Event

Showing support for #RedShoeTuesday Red Shoe Movement event


gourmet popcorn Carmen Milagros Torres




  1. The Popcornerie

Why do people love popcorn? Carmen Milagros Torres grasped the childhood tastes and smells of our childhood to remind everyone that popcorn is a commodity no matter our age. Tampa Bay’s The Porcornerie takes your order by phone or online so don’t wait to visit their site!



  1. LuMesh Lip Gloss

The only lip gloss you will ever need! It takes care of your winter lips and hydrate the thirsty summer kisses! LuMesh lip gloss is a permanent solution to regular and bothersome touchups and in a great variety of shades that interact with every skin tone. Buy it as a gift or for yourself!

LuMesh lip gloss


Chef Amalia's first book received nine national and regional awards.

Chef Amalia’s first book received nine national and regional awards.



  1. Amalia’s Guatemalan Kitchen – Gourmet Cuisine with a Cultural Flair

Internationally known as a socially responsible innovative entrepreneur, chef and philanthropist, Amalia Moreno-Damgaard has dedicated a great part of her life to becoming a healthy gourmet chef, author and speaker and has received numerous awards and international recognitions. A great gift for those with Guatemalan cuisine nostalgia or just those who love to try new recipes!



  1. Empanada Fork
Hipatia Lopez with Empanada Fork, best Holiday gifts

Hipatia Lopez with her invention Empanada Fork



We could not end our 2017 Holiday Gifts list without our Empanada Fork, the creation of inventor Hipatia Lopez who was last year winner of Project American Dreams at the Home Shopping Network. Hipatia is one of very few Latina entrepreneurs in the USA with a patented invention. She has dedicated her life to promote Latino culture and encourage other Latinas to create and innovate.


So make your selections and support our work of love by helping any of these Latina entrepreneurs by finding your best Holiday gift!

Latina SmallBiz Expo Pitch Competition winner

The Latina SmallBiz Expo Pitch Competition winner takes $1000 Cash Prize

The Latina SmallBiz Expo Pitch Competition winner last night took the Grand Prize of $1000 in cash, a Magnum bottle of Moet&Chandon and the opportunity to be promoted in several regional and national media.

Latina SmallBiz Expo Pitch Competition winner

Susana G Baumann with Pitch Competition Participants at the Latina SmallBiz Expo

Princess Plie and Friends was chosen among 11 Guerreras (warriors) who participated at the Pitch your Business to the Media Competition last night at the Campus Center Atrium in NJIT, Newark NJ. Second place was a tie between Villakuyaya Emeralds from Ecuador, a company that imports and sells gourmet organic chocolate fused with teas and other non-traditional ingredients, and Around The Way Girl Inc., a national organization based in Washington DC that supports girls of color.

Latina SmallBiz Expo Pitch Competition winner

The winner of the competition, Mary Dressendorfer, creator of Princess Plie and Friends with Susana G Baumann

“I have a special place in my heart for Latina entrepreneurs,” said Susana G Baumann, founder and Editor-in-Chief, and the organizer of the event.  “Entrepreneurship is an amazing ride, and the ups and downs are totally worth the journey. So I want to tell MIS GUERRERAS and all of you starting and building your businesses to find and cherish your vision; learn who you are –your unique story, your personal brand– your aspirations and your purpose; then make a habit of letting the world know who you are! Become an expert at telling your story! And always keep that fire inside you growing every day! Persist, persist and persist,” she shared.

Latina SmallBiz Expo Pitch Competition winner

A tie in second place winners belonged to Sol Berrios (L) , Board Member of ATWGirl Inc. and Tania Molina (R) founder of Villakuyaya

The winner receives:

  • A $1000 cash prize from
  • The opportunity to win an additional $1000 and great service when she opens a business account with Bank of America
  • A Magnum Bottle of Champagne courtesy of our Supporter Moet&Chandon
  • A ticket to attend next Friday Red Shoe Movement signature event in NYC –a value of $119
  • Special promotions donated by our sponsors and supporters
  • The opportunity to be featured and interviewed at all present media
Latina SmallBiz Expo Pitch Competition winner

Ivetter Mayo, a powerful Latina leader, came from Texas to support the event

“Entrepreneurship is not an easy road and Latina entrepreneurs find many obstacles. But as I said in the beginning, you don’t have to do it alone. There are hundreds of Latina leaders and organizations willing to help you on your journey,” Baumann said.  “We were very fortunate to have some of these Latina leaders last night with us to support our work. We are very grateful to them! Women need to support each other as men do,” Baumann said.

Minue Yoshida and Yai Vargas, Latina leaders present at the Pitch Competition

Among the Latina leaders present at the event were the fantastic networker, public speaker, and contestant that came all the way from TEXAS, Ivette Mayo, founder of Power on Heels Network and Yo Soy Expressions. Texas was in the house!

Other Latina leaders that gathered to support the event were Yai Vargas, leader of The Latinista, an organization that gathers thousands of women around the country; Minue Yoshida, who prepared some of the contestants for the Pitch Competition; and Carolina Robles, -co-founder of WeLIFT. “These leaders are building community around them and helping others rise with them. These powerful Latinas deserve our recognition and support.” Baumann said.

Present at the spectacular night counted were 46 exhibitors that provided great support to the participants. It was a night of making connections and finding resources for Latina entrepreneurs. donated $2000 from General Admissions tickets to the Latino Networks Coalition to be destined to Puerto Rico and Mexico Disaster Relief.

“Several people are asking already when is the next one, and some sponsors have already committed their support for next year. We are thrilled that our dreams have come true. It happened, it did happen!” Susana concluded.

Latina SmallBiz Expo Pitch Competition winner

Beth Maramolejos, President of Prospanica NY Chapter receiving the $2000 donation from Susana G Baumann, to Puerto Rico and Mexico Disaster Relief Fund.

Latina entrepreneurs

Red Shoe Movement interviews Susana G Baumann,

Latina entrepreneurs are a rare species, not in numbers but in quality. Once they find their life purpose, they dedicate their lives to it. Mariela Dabbah is one of them. I met Mariela, founder of the Red Shoe Movement, a few years ago and we connected, maybe because we have similar backgrounds -in country of origin, as immigrants and in many other aspects of our lives. Mariela has become a great supporter of, and I’m eternally grateful for it. 

Susana G Baumann with Red Shoe Movement leader Mariela Dabbah Latina entrepreneurs

Susana G Baumann with Red Shoe Movement leader Mariela Dabbah

For Latina entrepreneurs interested in growing their business, there are few people as focused on their challenges as Susana Baumann. Inspiring, generous and connected, her organization is making a difference for small women-owned businesses and the communities they serve. Get to know her!

A multicultural expert, award-winning business writer, public speaker and published author, Susana Baumann is the Founder and Director of LCSWorldwide, a Multicultural Marketing Communications consulting firm located in New Jersey. Susana is the Editor-in-Chief of her company’s new initiative,, an online platform dedicated to the economic empowerment of the Latina working woman.

The platform has received the attention and support of Latina leaders around the country including the United States Hispanic Chamber of Commerce Foundation, the New America Alliance (NAA), and the National Latina Business Women Association (NLBWA). She has received the Latina Excellence Award, the TECLA Award for Best Business Blog at Hispanicize 2015, and was invited to become a media member of the NAA American Latina Leadership Caucus. In 2017, Susana Baumann was named a 2017 Latina of Influence by Hispanic Lifestyle Magazine.

Most importantly, Susana Baumann is a constant presence in initiatives that matter to Latina entrepreneurs, always ready to provide insights, support and visibility to those who need it most.

Susana Baumann supporting Latina entrepreneurs

Susana Baumann supporting Latina entrepreneurs

RSM— How does someone with your background in architecture and marketing communications decide to focus on Latina entrepreneurs?

Susana G Baumann (SB) — The beauty of moving to another country is the opportunity to find who you really are and what your purpose is. I studied Architecture in Argentina because my father chose that career for me. I had some inclination for the arts but he considered Architecture a more profitable career. I only worked as an architect for a few years and then I became a college professor.

When I had the opportunity to move to the US, I decided a professional accreditation would allow me to work here in something that I always loved, writing and publishing. So I went back to the student’s seat and finished a second Masters degree. My knowledge of English was also an advantage to find work as a bridge between Americans and a burgeoning Latino market that was still growing. I immediately recognized the opportunity to become the voice of many Latinos who didn’t or couldn’t speak for themselves.

After several jobs in corporate and public service, in 1996 I started a home-based, side business. I started as a small translation company but many of my clients had little understanding of the Latino market cultural nuances. A simple translation would not deliver their message. The business took a life of its own and we became a Multicultural Marketing Communications agency.

The focus on Latina entrepreneurs came later, only three years ago, as a result of my experience as a Latina small business owner, and the need to “pay it forward.” I launched as my legacy to those young Latinas starting their own struggle as entrepreneurs, to help them overcome the obstacles I had to conquer on my own. Nobody needs to do this alone; there are many resources out there to help Latina entrepreneurs and small businesses if they reach out and show up.

The Role of Latina Entrepreneurs in the U.S. Economy

RSM— Why are Latina entrepreneurs a key segment of the U.S. economy?

SB— Latinas are, as everybody knows by now, the fastest growing demographic opening businesses in the U.S. Not everybody knows, however, that they have a high rate of failure as well. And their revenue growth is not as relevant as their white female counterparts –that extends to Latino male-owned businesses as well.

By helping them grow and sustain their businesses, not only we help them. We also help close a gap in the US economy (a gap that runs in the billions of dollars,) of missed revenue and job creation opportunities. This could help the communities that Latina entrepreneurs serve, grow. Latina small businesses are American businesses. They represent almost 20% of 4.3M Latino-owned business across the country and these are big numbers!

RSM— What do you think are some advantages that Latina entrepreneurs have in this VUCA (volatility, uncertainty, complexity and ambiguity) business environment?

SB— The same advantages small business owners always have to hone! I will bring you another acronym, SWOT (strengths, weaknesses, opportunities, and threats). As a small business owner, you have to be constantly vigilant about everything that is happening around you, locally, nationally and internationally, so you can make the best decisions for your business. This principle allowed me to survive for over 20 years and constantly reinvent myself according to the circumstances and opportunities that presented themselves. An entrepreneur is a person who is constantly looking for innovation, improvement and to size up new opportunities!

Susana G Baumann, Editor-in-Chief LIBizus Latina entrepreneurs

Susana G Baumann, Editor-in-Chief LIBizus

Learning From Failure and What Can Latina Entrepreneurs Do Better

RSM— Understanding we are generalizing here, are there any particular areas where Latina entrepreneurs could make some adjustments to better reach their business goals?

SB— I speak about this all the time: Break out of your isolation and support each other. We work hard but tend to stay isolated, make our own decisions without bouncing off ideas of other entrepreneurs or business people. And sometimes, being your own advisor might not be the best advice!

Another important issue is that women need to support each other, something men do very well. Women tend to be more judgmental with each other –again, generalizing- and decide in the first three minutes of meeting someone if they like them or not. This judgment is usually made as a response to the other person’s appearance. We need to stop those behaviors, become more socially adept and find good in every person we meet. They might have qualities we don’t have that can help us grow as a person and as a business!

RSM— What have you learned from your own failures as a Latina entrepreneur?

SB— Looking back, when I started my business I had the idea that I was invincible and I was never going to fail. HA! I was hit hard many times. Some situations were of my own making –such as when we had to fold our beautiful bilingual newspaper Periódico Latino, because we couldn’t sustain it. Others were circumstances out of my control –such as the Great Recession of 2008-2010. In both instances, I stayed in the pity-pot for a while, and then I picked up myself and reinvented my business. Once at the bottom, I didn’t feel I had a choice other than going up. I just had to work smarter and even harder, be very persistent. Having a business involves a lot of sacrifices, long hours, lost vacation opportunities, little social life, plus being constantly on the look out for opportunities and for those who can provide them.

Latina entrepreneurs with Susana Baumann

Latina entrepreneurs with Susana G Baumann at 2016 Pitch your Business Competition

RSM— You offer a wonderful opportunity for Latina entrepreneurs to pitch their business and learn a ton of insights from leaders in the field. Tell us about the Latina Small Business Expo.

SB— After two successful years of conducting our “Pitch Your Business to the Media” competition, we have added the Latina SmallBiz Expo to this annual event. We want to celebrate and showcase the power of Latina entrepreneurs in the region, the driving force of many markets such as beauty, retail, clothing, telephone services, food and beverage, financial services and many more.

As I said before, Latina entrepreneurs and small businesses work in isolation. We need to get them out of that isolation and help them find the resources they need to succeed. This is another reason we have the Latina SmallBiz Expo: To bring resources such as IFundWomen, a national organization that runs crowfunding campaigns only for women’s businesses, and the Union County Economic Development Corporation (UCEDC), which is offering a discounted rate business loan through the Tory Burch Foundation. Both organizations will take applications at our event so I encourage those who are looking for funding not to miss this unique opportunity.

One last comment: We encourage the general public to attend this great event and choose LSBEPuertoRico General Admission ($10) at online registration ($15 at the door). Those tickets will be donated in full to Puerto Rico Disaster Relief. To register and for information:

You can connect with Susana Baumann via social media on Twitter: @LIBizus

Facebook:  FB Discussion group: We are

LinkedIn:      LinkedIn Page: Discussion Group

This article was published originally on the Red Shoe Movement site. 

8 Latina entrepreneurs from NJ, NY and TX at Latina SmallBiz Expo Pitch Competition

Eight Latina entrepreneurs representing New Jersey, New York and Texas will participate at the Latina SmallBiz Expo Pitch Competition to take place at the New Jersey Institute of Technology (NJIT) Campus Center Atrium in Newark, NJ on November 9, 2017 from 4:00 to 9:00pm. Main Media Sponsor for this event is Univision 41. Proceeds of General Admission tickets will be donated to Puerto Rico Disaster Relief. For information and to register please visit Latina SmallBiz Expo.

Latina entrepreneurs Pitch competition

(Top from L to R) Brenda Nava, Elizabeth “Liz” Santiago, Karla Jimenez, Tania Molina (Bottom from L to R) Ivette Mayo, Janny Perez, Mary Dressendorfer, Isabel Ayala, the national digital platform that advocates for the economic empowerment of the Latina working woman, has announced the eight Latina entrepreneurs that will participate at the 2017 Pitch your Business to the Media Competition representing the states of New Jersey, New York and Texas. Main Media Sponsor for this event is Univision 41 and WABC TV.

“This year, eight brave Latina entrepreneurs are stepping up to promote their products and services to the most relevant media in the region,” said Susana G Baumann, Editor-in-Chief, “They are residents of the states of New Jersey, New York and Texas, and they will compete for an opportunity to win this year’s Best Business Award,” she added.

The participants –in registration order- are Janny Perez, founder and CEO of MiLegaSi (New York); Elizabeth “Liz” Santiago, founder and CEO, CeleBritAy (New York); Mary Dressendorfer, Co-founder, Princess Plie and Friends (New Jersey); Tania Molina, founder and CEO, Villakuyaya (New Jersey); Karla Jimenez, founder,  Caidos del Cielo Bakery; Isabel Ayala, founder, IsaBeauty Aromatherapy (New Jersey); Ivette Mayo, founder and CEO, Yo Soy Expressions (Texas); and Brenda Nava, co-founder, Brendallan’s Tax and Accounting Services (New Jersey).

Main sponsors step up to support Latina entrepreneurs

“We want to thank the tremendous support of our sponsors and supporters as well as all the organizations that are helping promote the event,” Baumann said. “Without them, this initiative would not be possible!”

Main sponsors for this event are Bank of America, Small Business, Presenting Sponsor; and MassMutual Tri State, Latina Leadership Sponsor. Supporters are New York Life Insurance Company, New Jersey General Office; Horizon BlueCross BlueShield; Mitchell, Silberberg & Knupp LLP; PNC Bank; Freshie Feminine Care; Moët & Chandon, IFundWomen, and First Data Corporation.

small business Latina entrepreneurs

Sharon Miller, Managing Director, Head of Small Business at Bank of America

“It is our great pleasure to support the Latina SmallBiz Expo and Pitch Competition this year. Bank of America is very proud to be Presenting Sponsor for this event. We support the core mission of this organization because like all of you, we believe in the future of small business and entrepreneurship,” said Sharon Miller, Managing Director, Head of Small Business. “Bank of America has played a key role in helping the number of Hispanic and Latino entrepreneurs in the U.S. more than triple to over 2 million. This commercial confidence has added new Hispanic and Latino entrepreneurs to our economy at a rate more than ten times faster than that of the U.S. population as a whole. The empowerment of the Hispanic and Latino community is vital to sustaining the health of our economy and helping millions of people around the world achieve their financial aspirations,” said Sharon.

In addition, Baumann said, the Pitch your Business to the Media Competition has become a signature event that attracts strong and established Latina small businesses from around the country for an opportunity to be promoted in main media in the region. “We are extremely grateful to count with the support of NJIT as Hosting Sponsor and Univision41/WABC as Media Sponsor because they recognize the relevance and potential of this community,” Baumann added.

Confirmed participating Media Jurors so far are Univision 41/WABC (NY/NJ), Abasto Magazine (national), LatinTrends (NY); Omnikal (national); Social Vibes Media (NJ); Americano Newspaper (NJ); WCTC- AM radio; Nuestra Gente Digital and

Support to Puerto Rico Disaster Relief from Latina entrepreneurs

Latina entrepreneurs flyerBaumann also announced that proceeds from tickets purchased under the denomination LSBEPuertoRico General Admission will be fully donated to Puerto Rico Disaster Relief. “We cannot ignore the dramatic situation that our brothers and sisters of Puerto Rico are suffering as result of natural disasters and the tardy intervention of the Federal government. Every contribution, even if small, will bring the much needed help as long as it takes so Puerto Rico, ‘la Isla del Encanto,’ will flourish again,” Baumann said.

Attendees will find flyers in English and in Spanish in Americano Newspapers being distributed across the region announcing the event. They can register online or bring the flyer the day of the event to donate their ticket to Puerto Rico Disaster Relief ($10 for online registration, $15 at the door).

Baumann mentioned that the event is being promoted by organizations such as the Statewide Hispanic Chamber of Commerce, Newark Community Economic Development Corporation, Greater Newark Economic Corporation, UCEDC, EDA New Jersey, Rising Tide Capital, Red Shoe Movement and NYC LGBTQS Chamber of Commerce, Inc.

“Many thanks for attending this event, for participating in the broader conversation, and for joining all of us at Bank of America in celebrating the contribution that members of Latino community have made to help the U.S. economy grow. Bank of America understands that small businesses are the growth engine of our economy and resources are crucial to their success, which is why we have more than 1,700 small business specialists in local communities across the country. Whether you’ve been in business for 30 years or are just starting out, we’re committed to providing the expertise to help you grow and give you a competitive advantage,” Milled added.

The event will take place at the NJIT Campus Center Atrium, 150 Bleeker St, Newark, NJ 07102, on November 9 from 4:00pm to 9:00pm. Free parking will be available for all attendees at 154 Summit Street.

For information and to register please visit Latina SmallBiz Expo (

For sponsorship and promotional opportunities, please contact

startups and entrepreneurs

US Hispanic businesses reach staggering numbers: 4.37 million and counting

US Hispanic businesses are at over 4.3 million, a number that has grown steadily for the last two decades beating growth of any other businesses in the United States. This article was published on Abasto Magazine by Contributor Kimberly Olivera.
startups and entrepreneurs US Hispanic businesses
It’s no surprise that Hispanics are a crucial part of this nation. As of July 1st, 2016, the Hispanic population reached a whopping 57.5 million, making them the largest ethnic or racial minority in the United States. With those kind of numbers, there’s no denying that they are a big part of this country.
With the rising of Hispanics in the U.S., there is also a rising of Hispanic-owned businesses. According to Business Wire, Hispanic-owned businesses have grown 31.6 percent since 2012, more than double the growth rate of all businesses in the U.S (13.8 percent). They show consistency and growth, with a projection of there being 4.37 million Hispanic-owned businesses this year.
Published in partnership with the United States Hispanic Chamber of Commerce, the 2017 study of Hispanics in Business details the growth of Hispanic business ownership, high levels of entrepreneurship and contributions to the U.S. economy. These numbers were revealed at the USHCC National Convention in Dallas, Texas this week.
According to the Kauffman Index of Entrepreneurial Activity, Hispanics are 1.5 times more likely to start a business in comparison to the general population. Hispanic entrepreneurs represent 24 percent of all firms, compared to 10 percent a decade ago, which is a 140 percent increase.

Increase in Hispanic women-owned businesses

Latina entrepreneurs US Hispanic Business

A group of Latina entrepreneurs at the 2016 Pitch your Business Competition (L to R: Lu Camarena Mesulam, Nelly Reyes, Susana Salazar, Susana G Baumann, Maggie Casera, Jennagloria Pacheco, Hipatia Lopez)

Sales from Hispanic-owned businesses contribute $709 billion to the U.S. economy and between 2012 and 2017, 27.4 percent of the growth in all businesses in the U.S. can be attributed to Hispanic-owned businesses.

Not only are Hispanic businesses increasing, but businesses owned by Hispanic women are also rising in number. Between 2007 and 2012, the number of female Hispanic-owned businesses grew 87 percent, from 800,000 to 1.5 million. This is the largest increase in female businesses of any race or ethnicity.

“Throughout the United States, Hispanic entrepreneurs play a crucial role in supporting the growth of local communities,” said Javier Palomarez, President & CEO of the United States Hispanic Chamber of Commerce. “They create American jobs, maintain our leadership in global markets, and contribute toward the mutual prosperity that makes America’s economy the greatest in the world.”

About Kimberly Olivera

Bilingual Social Media Coordinator of Abasto Magazine. She is a recent graduate with a Bachelors of Science in Journalism, as well as a freelance writer and photographer
speakers at the Latina SmallBiz Expo

Relevant speakers at the Latina SmallBiz Expo hosted by NJIT

Speakers at the Latina SmallBiz Expo and Pitch your Business to the Media Competition include Aisha Glover, President and CEO, Newark Community EDC; Karen Cahn, Founder and CEO, IFundWomen; Luis O De la Hoz, Vice President, Statewide Hispanic Chamber of Commerce of New Jersey; Enrique Tarazona, Small Business Division at Bank of America; and Bellaria Jimenez, President of MassMutual TriState.

speakers at the Latina SmallBiz Expo

(L to R) Enrique Tarazona, Bank of America; Aisha Glover, NCEDC; Karen Cahn, IFundWomen; Luis O De La Hoz, SHCCNJ; Bellaria Jimenez, MassMutual TriState. has announced relevant speakers at the Latina SmallBiz Expo and Pitch your Biz to the Media Competition. The event will take place at the NJIT Campus Center Atrium, 150 Bleeker St, Newark, NJ 07102, on November 9 from 4:00pm to 9:00pm. Free parking will be available for all attendees at NJIT Garage located at 154 Summit Street.

“We are honored and humbled for the relevance of the speakers who have agreed to be part of our Latina SmallBiz Expo and Pitch Competition this year,” said Susana G Baumann, Editor-in-Chief, “Their support means a great recognition for the labor of love we extend to all Latinas in business and the workplace,” she added.

Senator Cory Booker has provided a video message to welcome guests of the Expo. Additionally, the Senator’s staff will be on hand at an outreach table to offer attendees with general information about the federal services they offer, and efforts to assist fellow Americans victims of Hurricane Maria in Puerto Rico.

Opening remarks for the Latina SmallBiz Expo will be addressed by Enrique Tarazona, Small Business Divisional Sales Performance Manager responsible for the North East Division at Bank of America, the event’s Presenting Sponsor. Enrique leads six Small Business Banking Managers with over 90 associates.

speakers at Latina SmallBiz Expo

Senator Cory A Booker provided a video message to welcome guests of the Expo.

Welcoming attendees to the City of Newark will be Aisha Glover, President and CEO of the Newark Community EDC. Aisha leads NCEDC as the City of Newark’s economic catalyst that strengths small businesses, supports a thriving entrepreneurial base and attracts businesses in emerging markets. Ms. Glover has over 15 years of experience as a convener, champion and agent for economic empowerment and social justice.

She will introduce the event’s Guest Speaker, Karen Cahn, Founder and CEO of iFundWomen, a crowdfunding platform for women-led startups and small businesses. “My personal brand is all about helping women with the funding they need to get their businesses off the ground,” Karen said. She will also staff a table at the Latina SmallBizExpo to start applications for crowdfunding campaigns for all women entrepreneurs, philanthropists, or vocational artists who are seeking funding for their projects.

You might be interested: 2017 Latina SmallBiz Expo & Pitch Competition hosted at NJIT

Opening the Pitch your Business to the Media Competition will be Luis O De La Hoz, VP of the Statewide Hispanic Chamber of Commerce of New Jersey (SHCCNJ) and member of the Editorial Advisory Board at De La Hoz works tirelessly to help his fellow Hispanic entrepreneurs and has received numerous awards, such as the Business Advocate of the Year Award in 2012, a distinction for corporate and government advocates who have contributed to and demonstrated exemplary excellence and leadership in business.

De La Hoz will introduce the event’s Keynote Speaker, Bellaria Jimenez. CFP®, MBA, ChFC, President of MassMutual TriState, and Latina Leadership Sponsor.  A Latina leader in her own right, Bellaria have been working since 1995 with women and the Latino community providing education about the importance of financial planning. “My passion has been to attract, train and develop women and Hispanic advisors to help them reach their full potential,” Bellaria told

For information and to register or to participate in the Pitch your Business to the Media Competition, please visit Latina SmallBiz Expo (

For sponsorship and promotional opportunities, please contact or call 848 238 6090.