LATINA Style Business Series Charlotte, North Carolina

What many call non-traditional markets, Hispanics are now calling home. The Carolinas have been home to some of the fastest-growing Hispanic communities in the country. Nearly 20 years ago, Hispanics were merely a blip, and now this community has placed Charlotte among the top 20 fastest growing markets in the nation for Hispanic growth. A community that numbered a little more than 13,000 in 1990 grew to 100,000 in 2000, a number which has doubled in the eight years since, to nearly 210,000, according to the latest population statistics.

As a major financial services center and home to the headquarters of Wachovia, Charlotte is suffering from the repercussions of the current economic crisis. The area’s white-collar ranks are experiencing turmoil in the banking industry with the area’s unemployment rate rising steadily over the last four quarters. Small businesses are also suffering just as much and it is with this backdrop that LATINA Style chose this city second of the six-city Business Series tour.

On Thursday, May 14, 2009, the event kicked-off at the Charlotte Marriott City Center Hotel. More than 150 participants were greeted by Mayor Pro Tem, Ms. Susan Burgess. Her remarks centered on the fact that the Hispanic community is a critical and much appreciated part of Charlotte’s business, social, and political landscape. With increasing economic challenges in the region overall, Mayor Burgess did maintain an optimistic tone about what lies ahead for the small business person.

During the networking breakfast, attendees were able to visit several exhibit booths, making new connections to help their personal and professional business growth. Here, guests also had an opportunity to get a makeover, make up, and skin care advice brought by Macy’s, Title Sponsor of the Business Series. And let’s not forget the lovely shoe and handbag lounge, this lounge provided new styles and looks just for our event participants.

The morning session focused on what may seem to be a most pressing concern for entrepreneurs, “Accessing Capital in Today’s Economy.” Our participants heard from the SBA, SCORE, and several local community initiatives that focus on financing for small businesses. Immediately after this session, the topic was “Essentials of a Successful Business.” One of the greatest challenges to small business after financing is the proper structure of the enterprise. Panelists provided their extensive expertise on the importance of a proper foundation and structure of a business, how to protect it and make it flourish, and the benefits of certification. This session was a must not only for the starting entrepreneur, but also for a growing business as well. Our attendees rated this session the highest of all for content and significance in their small business development.

One of the newest components of our Business Series is the “Greening Your Business” segment sponsored by Wal-Mart. Experts provide education, insights, and solutions to help women and minority-owned small business see the value and relevancy of “Going Green.” Presenters showcased for our attendees relevant resources as well as recommendations on employee empowerment, setting manageable goals, understanding regulations/policy, and how to eventually evoke change in customer/public behaviors. “Going Green” has been at the forefront of business among large corporations and now small business’s need to get on the band wagon and benefit from the opportunities that eco friendly business can provide.

In response to the overall anxiety confronting business owners today, LATINA Style created another new component entitled “The Financial Survival Guide.” While the current difficult economic state has caught many ill-equipped, we want to ensure that our Latinas know how to prepare for a financial downturn and create a recovery plan. This could include: How to respond if your 401K has lost significant value? What to do if your children’s education fund has been severely impacted?, and how to prepare in case of a downsizing.

Our flagship workshop of each business series is the Latina Entrepreneur Spotlight: Lessons Learned. Knowledge is gold, and as such we asked participants to consider how much better their business would be today if only they had known more at the onset. Costly mistakes are a knife in the back of the entrepreneur. Attendees heard from successful Latina entrepreneurs at different stages of business maturity as they discussed lessons learned throughout the life of their enterprise. They provided insight on how to recognize, research, and select a business venture, the challenges they encountered, how they overcame them, and the invaluable advice that they wish had been available to them when they were starting their businesses.

During the luncheon, nearly 250 attendees convened to honor the award recipient, Lorena Castillo-Ritz, Merchandise Manager, Macy’s South Park in Charlotte, N.C. She spoke on behalf of Macy’s sharing her rise within the corporation. Her journey was one of courage and dedication, and she was glad that her parents were able to be in attendance that day to see her receive her recognition for the work that she does at Macy’s and for the community. The Latina Entrepreneur of the Year was Lucia Zapata Griffith, Founder and CEO, Design, METRO Landmarks.

She shared a story of courage and determination that paved a road of success for her business. Finally, our Keynote Speaker, Deborah Aguiar-Vélez, Founder, CEO and President of Sistemas Corporation, charmed the audience with her stories of getting her business up and running and what it took to achieve all that she has done to date. Most notable was the fact that in her 20+ years of business she has never been late once! While many say that 90 percent of success is showing up, Velez proves that showing up on time will account for the other 10 percent.

(L-R) Janaris Pozo, ALPFA Member and Lorena Castillo, Macy’s, Inc. Charlotte.

Macy’s Makeup lounge.