Susana G Baumann

Susana G Baumann, Latinas in Business Inc., receives Red Shoe Movement Award

Susana G Baumann, President and CEO, Latinas in Business Inc., received the 2018 Red Shoe Movement Award in New York City.

Latinas in Business Inc is a national non-profit initiative that gathers communicators and business owners seeking only one goal: to support, enrich and empower the experience of Latinas in business and the workplace. From those running their own enterprises to those just entering the labor force or sitting in the corner office, Latinas in Business Inc is dedicated to the fastest growing business community in the nation: Latinas.

Remember: ¡La unión hace la fuerza!

Susana G Baumann

Susana G Baumann receives Red Shoe Movement Award for “2018 Leader who Walks the Walk”

Susana G Baumann, President and CEO, Latinas in Business Inc.

Susana G. Baumann, Latinas in Business Inc. President, CEO and Editor in Chief, was formerly the owner and Director of LCSWorldwide Language and Multicultural Marketing Communications, a consulting firm located in New Jersey, USA. Since 1996, LCSWorldwide consulted with organizations in healthcare, education, and public service to develop multicultural community outreach initiatives for the Latino market in nine states.

A multicultural marketing expert, business writer and published author, Baumann advocates for Latinos in the United States. She specialized in this market early on, when Hispanic was a “bad word” and companies would disregard the economic power of a burgeoning population.

Among her clients, she has serviced Massachusetts, Connecticut, Pennsylvania, New Jersey, Texas and California State Libraries, major pharmaceutical and healthcare corporations, and national non-profit organizations in healthcare and education. A highlight of her career was to be part of the trainers’ cohort for the Bill and Melinda Gates Foundation Spanish Outreach Program at in 2007 and 2008.

Writer, editor, and publisher, she has worn almost every hat in the media industry and has managed publishing and production crews. In 2002, Susana launched the first bilingual newspaper in New Jersey, Periódico Latino!, featuring news and stories to promote the achievements of Latinos in the Garden State.

Travelling frequently to Latin America, she has interviewed Latin American and US Hispanic-American top corporate executives and government officers to develop success stories, trends, industry updates, and company profiles for trade magazines such as US Industry Today and Latin Trade.

Her book, ¡Hola, amigos! A Plan for Latino Outreachwas published in 2010 by Connecticut publisher ABC-CLIO Inc., and acclaimed by specialized reviews.

“Whether it’s used in whole or chapter by chapter as needed, the combination of information, ideas, worksheets, and rich access to bibliographic source material creates a potent tool for beginning and enriching outreach programming to the Latino community. This is indeed the centerpiece of the publisher’s Latinos and Libraries series.”
—Booklist Online

Baumann received the LISTA Summit and the Latina Excellence Award at 2015, TECLA Award for Best Business Blogat Hispanicize 2015, and was invited to become a media member of the NAA American Latina Leadership Caucus. In 2017, Susana was named a 2017 Latina of Influenceby Hispanic Lifestyle Magazine and in 2018, received the Red Shoe Movement “Leaders Who Walk the Walk” Award.

In 2013, she was named “Journalist of the Year” by the Statewide Hispanic Chamber of Commerce of New Jersey for her service and advocacy to Latino small businesses, where she has been a speaker several times. She has also been a speaker at Jacksonville University Media and Communications Series, the 2017 Prospanica National Conference, the LEAD Conference for Latina students at Harvard University and the P.O.W.E.R. Women’s Summit in Newark, NJ.

She has been featured in several national media outlets including Abasto Magazine, Huffington Post, Negocios Now, and has been a guest to TV and radio programs including the Joe Torres TV program Tiempo at ABC News and several times to Contigo en la Comunidad at Univision 41.



Follow Susana @LIB_Inc


Latina writer

Young Latina writer receives literary flash-fiction award

Latina writer Victoria Arena, Editorial Assistant (internship) recently was awarded with the Carter Ross Flash Fiction Award at Montclair State University. The daughter of a dear friend, I’ve known Victoria since birth. Her stand out intelligence is surrounded by a gentle personality and a kind soul. I’m proud to see her blossoming into her passion of becoming a Latina writer. – Susana G Baumann

Latina writer

Victoria Arena, young Latina writer

Victoria Arena is a Latina writer and student at Montclair State University where she is majoring in English with a focus in Creative Writing. She is actively involved with the university’s literary magazine “The Normal Review” and will be the new fiction prose editor for this upcoming 2018-2019 school year. Writing, or really it should be said storytelling, is her passion. 

Latina writer

Victoria Arena receives her award from Montclair State University

“It’s more than just writing,” she says, “It’s the act of creating -building worlds and complex characters– that I truly love.” Recently, Victoria was honored by receiving the Carter Ross Flash Fiction Award from Montclair State University for her piece “The Unsolved Case of Jack McKinnon.”

Flash-fiction is a category of short fiction where a complete story is told in 1000 words or less. Victoria’s winning piece– a science fiction story about a boy that goes missing under mysterious circumstances– was just over 300 words. She celebrated this win with her mom and sister at the university’s English Department Awards Ceremony on May 9th.

“It was such an honor to have my work recognized in this way,” she says. “It’s my first official award and I’m just so proud and grateful to have achieved this.”

Her love for storytelling reaches far back to her childhood and Latina roots. “I’ve always loved hearing family stories from my mom about our family in Spain and Argentina. I also feel incredibly connected to my great-grandfather, Manuel, who was also a writer and who my mom has always spoken of with high praises.”

As a child, Victoria would make up elaborate stories with her friends during recess and play with her Barbie dolls like it was an ongoing television series–always picking up the story-line where she left off playing the day before.

One fun memory that she shares is when she was in third-grade and her class was having an event called Ellis Island Day. “We were learning about Ellis Island at the time and that day we all came dressed up like our ancestors and pretended to go through Ellis Island to learn about the process immigrants went through,” she explains. “I dressed up as my great-grandmother, Amalia, but I of course took it to the next level. I created a journal filled with stories of my fictional voyage to America. All my classmates were super impressed at the “book” I had written. It was my first major piece of writing.”

Latina writer

Victoria with proud mom Cristina receiving the award

From then on Victoria became known as “the writer” of her grade at her small Catholic school. She continued to write throughout her years in school before deciding that she wanted to pursue English and Writing in college.

“I feel like being a writer is a huge part of who I am. I spend so much time reading and writing– both for school and for fun– and it’s just what I love. But it definitely isn’t always easy.”

One of the biggest obstacles Victoria mentions is the dreaded “writer’s block.” Every writer has probably experienced it at some point– that moment when suddenly the mind goes as blank as the page in front of you and no words will come out. “I’ve definitely felt that,” says Victoria. She explains it as a “restless feeling of frustration where you just want to give up and scrap your whole story.”

Whenever this feeling strikes she takes it as a sign to step back from her writing and do some “recharging” activities such as reading, drawing, going out with friends, watching a movie, or simply taking a walk. “All of these things help get your head out of the writing zone and back into your life– which I find usually leads to inspiration for when you finally dive back into your writing.”

Latina writer

Victoria’s acceptance speech

Another great tip she shares is to find a writing group or buddy– someone that you can share your work with and who can cheer you on when you fall into a rut. “I’ve been fortunate to be a part of a great writing group for over a year now. We all help each other to stay on track with our writing goals and it’s great to just have other writers to talk to about our processes and challenges.”

You might be interested: Lessons learned from the Women’s March on Washington to move forward

Despite the obstacles and the often solitary nature of the writing process, it is ultimately rewarding when the finished product is complete and can be read and shared with others. Her recent achievements have shown her how gratifying it is to have others read and appreciate all your hard work. 

To all aspiring writers, Victoria hopes that you continue pursue your passions and tell the stories that are in your heart. “Don’t wait for the ‘right time’ and don’t worry too much about the first draft. The first draft is never perfect! Just get that story on the page, and never stop believing in yourself! You are your own biggest fan.”

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. 

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
10 highlights Susana G Baumann

Susana G Baumann advocating for Latina entrepreneurs’ innovation

Susana G Baumann is the Director of LCSWorldwide, a multicultural marketing consulting firm currently located in New Jersey, USA, and the Editor-in-Chief of her company’s new initiative,

Lessons learned from the Women’s March on Washington to move forward

After we marched at the Women’s March on Washington last Saturday, now the big question is what is next? The challenge is to move forward without losing momentum and cohesion. I know we think we can do very little individually but our experience at the Women’s March on Washington proved that we only can move forward when we are there for each other and stand together.

Women;s March on Washington (Photo by Bobbi Pratt)

Women’s March on Washington (Photo by Bobbi Pratt)

As we explained when we launched our trip, our main reason to march was to claim for economic and opportunity equality for Latinas. That is what we do at We empower the Latina working woman to help her break the circle of economic violence that keeps her locked in low paying jobs, lack of opportunity to access key positions of power and decision-making, and the ability to use the enormous pool of talent and leadership that Latinas possess.

Women;s March on Washington (Photo by Bobbi Pratt)

Women;s March on Washington (Photo by Bobbi Pratt)

However, in our journey together with over half million women and men–reported by Associated Press and other media– we learned that there are other very important issues women feel as their priorities and concerns as they face this new Administration.

“We march today for the moral core of this nation, against which our new president is waging a war,” actress America Ferrera told the Washington crowd. “Our dignity, our character, our rights have all been under attack, and a platform of hate and division assumed power yesterday. But the president is not America. … We are America, and we are here to stay,” reported ABC News.

What were women’s main interests at Women’s March on Washington?

We learned some valuable lessons that might have in them the answers we seek. Yes, we need to capitalize those lessons to build a platform from where actions need to be taken:

  • Women are decided not to go backwards. Too many years of political fight and struggle have allowed women’s right to vote, equal opportunities in the workplace, and the right to choose.

womens march on washignton pink hats

  • Women are defending their reproductive rights, healthcare, and the right to make decisions over their bodies, their healthcare and their pregnancies.
  • Susana G Baumann, and Nelly Reyes, freshie Natural Feminine Care at Women's March on WashingtonWomen are aware of and denouncing the predatory sexual actions of the President. At a time when women are fighting against predatory sexual behavior in the workplace and on campuses all around the country, it is unacceptable for women that those actions are being taken lightly.
  • Women proclaim that diversity and inclusion are the hallmarks of American society. Women believe that acceptance of differences and protecting the vulnerable are the values that make America great.
  • Women feel responsible for future generations, the future of the planet and the moral compass of society. They believe that as mothers and the generators of life, they need to be vigilant against the destruction carried out by power and greed.
  • Women became aware that they only have power when they stand together. The energy and the sense of solidarity we felt at the Women’s March on Washington now need to be translated into real action.

Our trip

We rode with a small but powerful group of very diverse marchers that signed up for the trip sponsored by Freshie Feminine Natural Care and Our group included Latina, Asian, African-American and White women and . There were several religious views including Catholic, Jewish, Episcopalian and even a Pastor from the United Church of Christ. We were straight, gay and trans-women and men. In a small group, we encompassed the remarkable diversity of this country. We have never met each other before but an immediate bond grew fonder as the day went by.

We had very productive discussions on our way up, and we all expressed our fears, our concerns and our willingness to continue the resistance. “Yesterday we mourned, today we march, tomorrow we mobilize” was the poster one of our riders proposed as the group’s slogan.

Tasha Warren holding our slogan sign Women's March on Washington

Tasha Warren holding our slogan sign Women’s March on Washington

A mental health provider, Robin Tobias-Kasowitz said, “It was an invigorating day and I feel so proud to have been a part of it. I’m also glad that you are getting right on it and writing this feature. My main concern, as a Psychotherapist, is the mental condition of the new President, a condition mental health providers are very familiar with. I realize how this knowledge is critical in the process of understanding and dealing with Donald Trump and his behavior,” she said.

She believes the new President suffers from a Narcissistic Personality Disorder, “a mental disorder in which people have an inflated sense of their own importance, a deep need for admiration and a lack of empathy for others. But behind this mask of ultraconfidence lies a fragile self-esteem that’s vulnerable to the slightest criticism,” she proceeded to read from the Mayo Clinic website.

Robin Tobias-Kasowitz (L) and Karen Flannery (R) at Women's March on Washington

Robin Tobias-Kasowitz (L) and Karen Flannery (R) at Women’s March on Washington

Kathy Miller, another rider said, “I do feel all alone but more empowered together. I definitely marched for my mom –had her picture on my poster, for my daughter and future grandchildren. I felt everyone acted with dignity and our group was especially kind and caring. Thanks again for including me so I could say I was there and I wouldn’t have wanted to be there with anyone else!”

Nelly Reyes, founder and CEO of freshie Natural Feminine Care added, ”The Women’s March on Washington was an unbelievable event, not only we felt the energy but also the cohesion and the willingness to mobilize against the harm and the hate this new Administration is announcing with its actions and its actors.”

What can we do better going forward?

Although this was a initiative, we only had two Latinas signed up for the trip. We have to work harder with Latinas to help them understand that their rights need to be protected and conquered but only if they show up and participate.

Immigration reform is not the only issue that Latinos feel is a priority. Equal opportunity, equal pay, fair treatment under the law and many other issues are still on the table for Latinas and Latinos. However, our participation is vital to show presence and unity. We still must work on creating the bond that will make us advance our voices.

Susana G Baumann, and Nelly Reyes, freshie Natural Feminine Care at Women's March on Washington

Susana G Baumann, and Nelly Reyes, freshie Natural Feminine Care at Women’s March on Washington

Characteristics of Narcissistic Personality Disorder

  • Having an exaggerated sense of self-importance
  • Expecting to be recognized as superior even without achievements that warrant it
  • Exaggerating your achievements and talents
  • Being preoccupied with fantasies about success, power, brilliance, beauty or the perfect mate
  • Believing that you are superior and can only be understood by or associate with equally special people
  • Requiring constant admiration
  • Having a sense of entitlement
  • Expecting special favors and unquestioning compliance with your expectations
  • Taking advantage of others to get what you want
  • Having an inability or unwillingness to recognize the needs and feelings of others
  • Being envious of others and believing others envy you
  • Behaving in an arrogant or haughty manner

Mayo Clinic website