“Be resilient and believe in your ability to make a positive impact” - Ashanti

Mother's Entrepreneurial Spirit Igniting a Lifelong Passion

Ashanti Thomas-Mack is a passionate and ambitious entrepreneur living in Brooklyn, NY. She is the founder of Keep It Tight, and together with her husband and co-founder Shon Mack, they offer cosmetic surgery support and recovery care. Ashanti’s entrepreneurial spirit burned brightly within her, fueled by a desire to make a positive impact in people's lives.

Ashanti has always been driven and ambitious, and she always knew she wanted to be an entrepreneur. “From a young child, I had the taste of entrepreneurship from my mother. My mother, well, my family, migrated from Guyana. She had the skills, talent, and drive to make something out of nothing. I always heard stories that my mother was the “Trade woman”, selling gold and goods in Trinidad, Barbados, Grenada, and Syrunam. I remember the first time I saw my mom in action. It was Juvet night, we were selling baked and saltfish with coffee, then the next day, which was the Labor Day parade, we had a table full of food, coolers full of drinks under a tent with our flags representing my family roots, making money and making people happy. Then, I realized my mom was making money from the food she made. That showed me you can make money for yourself. Be your own boss.” - Ashanti

Ashanti's story began in the heart of Brooklyn, where she worked as a dental office manager. Despite her professional success, she yearned for something more. Deep within her, a flame of ambition and creativity flickered, waiting to be ignited. Ashanti dreamed of creating a company that would provide comprehensive support for individuals undergoing elective surgeries, a company that would be their guiding light through the entire surgical journey.

Navigating the Unknown

It was during her own traumatic surgical experience that Ashanti found the inspiration she needed to take the leap. She had traveled to Florida in 2020 to get surgery, but the aftermath was far from what she had anticipated. Her recovery process was unsafe and poorly managed, leaving her disillusioned and determined to create a safe haven for others in similar situations. With a burning passion and a vision in her heart, Ashanti founded Keep It Tight, a company dedicated to providing pre and post-surgical support for individuals undergoing elective surgeries.

Starting a business in the healthcare industry proved to be no small feat for Ashanti. She faced numerous challenges, including finding the right resources, understanding the complex healthcare landscape, and building trust and credibility within the community. But Ashanti's unwavering determination pushed her forward, and it was during this time that she discovered the transformative power of Centro's entrepreneurship programs.

“What I like most about being an entrepreneur is the opportunity to make a difference in people's lives. Knowing that I am providing a service that is genuinely needed and that I am helping individuals through a difficult and often overlooked process brings me great satisfaction. It's rewarding to see the positive impact we can make on our clients and the community.” - Ashanti

Finding The Guiding Light

“Before Centro, I had concerns about the feasibility of starting my own business in the healthcare field. I was unsure about the resources available, the steps involved, and how to navigate the healthcare industry. Additionally, I had concerns about building trust and credibility with potential clients and partners.” - Ashanti.

Through Centro's Entrepreneurship Bootcamp, Ashanti found the support and guidance she needed to navigate the uncharted waters of entrepreneurship. The Centro Business Planning App became her trusted companion, providing her with a clear outline to write her business plan. It was a revelation, an empowering tool that gave her the structure and confidence to articulate her vision.

“Since joining Centro, I have had the opportunity to connect with a network of like-minded entrepreneurs and industry experts. This has opened doors for collaborations, partnerships, and continuous learning. Centro has also provided me with ongoing tools and access to additional resources, which have been instrumental in the growth and success of Keep It Tight.” - Ashanti

In 2023, Ashanti graduated from the Advanced Entrepreneurship Program, where she delved deeper into her business plan, discovering the importance of setting smart goals and executing them with precision and focus. She harnessed the knowledge and insights gained from Centro's programs, sharpening her skills in business development, financial management, and marketing strategies. “I would highly recommend Centro to my friends and family. The programs, resources, and support they offer are invaluable for aspiring and existing entrepreneurs. Centro is a trusted and reliable partner that genuinely cares about the success and well-being of entrepreneurs. I am grateful for the opportunities and guidance they have provided me.” - Ashanti

Unleashing Her Potential

Armed with newfound knowledge, Ashanti's entrepreneurial journey began to take flight. Keep It Tight started to grow, reaching new milestones and making a lasting impact on the lives of its clients. Ashanti's unwavering dedication and her team's collective passion propelled them forward, inspiring positive changes within the elective surgery industry.

“My advice to other entrepreneurs is to stay focused on your vision and never compromise on your values. Surround yourself with a strong support system, whether it's through mentors, peers, or professional organizations. Seek guidance when needed and be open to learning from both successes and failures. Don't be afraid to ask for help! Most importantly, be resilient and believe in yourself and your ability to make a positive impact. Don't base your success on others' wins or failures. This is your journey, you're in control.”- Ashanti

Today, Keep It Tight operates in the vibrant streets of New York City, supporting individuals through their surgical journeys with compassion and expertise. Ashanti's vision is boundless, and she has set her sights on expanding their services and reaching a wider audience. With their MWBE certification and plans to become ABCDE certified, Keep It Tight is poised for even greater success.

“Keep It Tight has contributed to the community by promoting safety and proper care within the elective surgery industry. We prioritize the well-being of our clients and strive to educate them about the importance of selecting qualified surgeons, obtaining medical clearance, and taking appropriate pre & post-operative measures. By providing comprehensive support and guidance, we aim to ensure a positive and safe surgical experience for our clients. Another way we foster through the community is through our brand ambassadors. These are individuals who have been through their own surgical journeys with Keep It Tight and are passionate about spreading the message of safety, support and self-care. Our big sister program and clothing drives will also be our contribution to the community. “ - Ashanti

Ashanti's success story would not be complete without acknowledging the incredible support she received throughout her journey. Her husband, Shon Mack, children, and team members have been her unwavering pillars of strength. They believed in her vision and stood by her side, offering encouragement, assistance, and unwavering support.

Looking to the Future

Currently, Keep It Tight is operating in New York City. They are MWBE Certified and working on becoming ABCDE certified, and have serviced over 45 clients since 2021. Ashanti has a dedicated team of professionals working with her. Her team includes , district manager-registered nurse, district manager-massage therapists, mobile massage therapist, support liaison, caretakers (PCA, CNA,CMA), administrative staff, and interns.

Ashanti envisions a future where Keep It Tight becomes a household name in pre and post-surgical support. Her goals are ambitious, yet she approaches them with the same unwavering determination that has carried her this far. She plans to establish a 24/7 short-term care facility, purchase additional ambulances, forge partnerships with renowned surgeons, and hire dedicated healthcare professionals. Keep It Tight will be a beacon of care and compassion, serving individuals not just in New York City but across the globe.

Join us in congratulating Ashanti for being brave and following her dreams! If you are in New York and want to learn more about her services, you can visit Keep It Tight and her Instagram.

"There’s so much to learn, it’s like a puzzle to be solved " - Bernadette

Finding Inspiration in Tea

Bernadette Aguirre, a first-generation Filipina American from San Francisco, California, is the founder of INA Botanicals & Tea, an herbal and specialty tea company that is dedicated to supporting personal growth and wellness. 

Bernadette started selling her products in 2021 in San Francisco and has since expanded her business to include online sales through a California Department of Public Health license.

Bernadette's love for tea and herbs started when she was a young professional in New York City over 15 years ago. She would start her day with a cup of Earl Grey tea from the local bodega, but soon discovered the holistic health benefits of tea and herbs. As she became busier in her marketing and product development career, tea and herbs provided moments of reprieve through herbal self-care rituals.

When Bernadette became pregnant with her first child, she couldn't find a product that met her quality, flavor, and support expectations, nor was there a brand that resonated with her busy, city lifestyle. This is when the idea of INA Botanicals & Tea was born.

Overcoming Challenges as a Solo Entrepreneur

Starting a business can be a lonely journey, and Bernadette faced her share of challenges. However, she persevered and was able to get her products into a few retailers and build a loyal customer base.

Bernadette works closely with her father, who helps her in the kitchen, and has a team of consultants in sales and social media. Her family has been instrumental in supporting her entrepreneurial journey, with her husband, parents, and extended family providing moral and logistical support.

She believes in the power of community and works to educate others about the benefits of herbs and teas. She provides tips on how to drink tea as a self-care ritual and shares information on teas through digital platforms and in-person events.

From Entrepreneurial Dream to Reality

Bernadette always knew she wanted to be an entrepreneur, and her passion for tea and herbs fueled her entrepreneurial journey. She received an MBA and worked in leadership positions to gain the skills she needed to start her business.

“I like having a broad and detailed view on every aspect of the business from product development, operations, marketing and finance. There’s so much to learn and it’s fun to come up with a business strategy, putting all the disciplines of businesses together. It’s like a puzzle to be solved.” - Bernadette

Bernadette joined Centro through the Kiva lending program and was endorsed by Centro during her Kiva fundraising campaign from October to November 2022. Through the Centro Capital Hub, she received Centro's endorsement, which provided credibility to her campaign and contributed to her success in becoming fully funded through Kiva. Bernadette would recommend Centro to friends and family and encourages other entrepreneurs to find support groups to provide accountability and structure on their entrepreneurial journey.

She is currently working on a sales strategy and reaching out to target retailers in the Bay Area. Her goal is to get into at least 10 retailers or cafes in the first quarter of 2023. Bernadette's passion and dedication to her business, combined with her strong support network, are sure to lead to continued success for INA Botanicals & Tea.

Join us in congratulating Bernadette! If you are in San Francisco and want to learn more about Bernadette’s delicious specialty teas and all of her products, you can visit  INA Botanicals & Tea and contact her.

"Colombia is flavor, is passion, is joy, is life through Olalá" - Edisney

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RESILIENCE TO OVERCOME 

Edisney Roa Trujillo is a Latina entrepreneur and founder of Olalá Popsicles  in San Jose, California.

At the age of 10, she and her family were displaced from their small town in Colombia due to the extreme violence and moved to the United States with her family to search of better opportunities.

However, this did not stop her from fighting for her dreams and always dreamed of having her own business since she was a child. Edisney studied business administration and completed seven semesters of industrial engineering.

MAKING A BUSINESS FROM THE TRADITIONAL FLAVORS OF COLOMBIA 

One of Edisney's main passions is making traditional Colombian desserts for her family, especially passion fruit desserts. 

Proud of her Colombian roots and missing the gastronomy of her country, she decided to start her own business Olalá Popsicles, making her delicious "paletas", so that others could enjoy the traditional flavors of her country.

"We bring joy to our customers. It is impossible to describe the experience of a Colombian who has not been to their country for many years and tastes one of our exotic popsicles with flavors from our land. Their happiness is guaranteed." - Edisney

Olalá Popsicles is a family business, in which they work daily with a lot of love and desire to see it grow. They have 5 distribution points, in San Jose, CA, where their main product is their Delicious Colombian Artisan Popsicles in different flavors such as passion fruit, guava with cheese, blackberry and soursop (guanábana), but they also have healthy breakfasts and slushies. 

"My inspiration has always been my family, with my daughter Isabella as the engine, and catalyst for me to embark on this dream. I long for everyone to know a part of our delicious Colombian gastronomy. Delight their palates with our exquisite paletas, that they know another part of Colombia, show that Colombia is flavor, is passion, is joy, is life through Olalá". - Edisney

MOTIVATION AND PERSISTENCE TO FULFILL HER DREAMS

When she started her business, she feared that she couldn’t plan correctly, and lacked accounting knowledge.

After some friends encouraged Edisney to contact Centro, she completed the Basic Entrepreneurship Program. In this program, she was able to create a business plan for Olalá Popsicles in 9 weeks. Edisney then participated in the Advanced Entrepreneurship Program to take her business to a new level. 

Thanks to her great motivation and persistence to fulfill her dreams, Edisney ran a Kiva campaign this year in which she raised $15,000 with the support of Centro Capital Hub. Thanks to this fundraising campaign, she has been able to purchase the machinery she needed to optimize the production and distribution of her pallets.

"Centro is magnificent, their name couldn't have been better because they center you. You land in your reality, sharing with other entrepreneurs and realizing that everyone is going in the same direction is a 100% dose of motivation. They also give you advice on any topic you need, they train you to become an entrepreneur, they give you the tools and they keep on looking after you after the course. And the most wonderful thing is that they advise you on how to get a credit with Kiva without interest, it sounds like a lie, but it's real, I have it!" - Edisney

LEAVING A LEGACY FOR HER CHILDREN

Currently, Olala Popsicles is growing, and Edisney is working to position it in the market and reach more audiences from different cultures. Edisney is working on its planning for the next year and among its goals is to have its own physical Olala location.

At the moment it is a family business, and one of Edisney's objectives for the future is to generate employment for single mothers and heads of household, and create a workspace where they feel the support and backing of their employer. It is also very important for her to set an example of work and effort to her children and to give them an example of self-improvement. "I like the independence and freedom, I like the idea of leaving a legacy to my children and feeling proud of having been able to build a successful company like Olala will be." 

Thinking long term, one of Edisney's dreams is to be able to help and create her own Olala Foundation to help underprivileged people.

Join us in congratulating Edisney for being brave and following her dreams! If you are in San Jose and want to learn more about Edisney’s delicious Colombian popsicles and all of her products, you can visit  Olala Popsicles on  Instagram and contact her.

"My wish is to see a new generation at peace and in control of their emotions" - Ingrid

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CREATING A UNIQUE SERVICE

Ingrid Sanchez is a Latina entrepreneur originally from Colombia, now located in San Jose, California. She has a passion for neuropsychological education and has 17 years experience working in the area of behavioral psychology with families and adults. During the pandemic, she found a new need in the families around her that she could solve.

Her business started in 2020 during the quarantine period, when some parents and friends had difficulty not knowing how to support their children at home. As a result of school closures, children had to change from in-person to online classes. This change caused alterations in family habits and routines, making it a challenge to combine parents' remote work and childrens’ online school. So, Ingrid began to offer a support service to families in her community, accompanying their young children during online class hours.

CREATING HER OWN PATH FROM PASSION

Ingrid has 10 years of experience in early childhood education, promoting cultural themes and alternative strategies for children's learning. "I have three children, ages 10, 9, and 2, and they awakened in me a desire to learn more about education. When I decided I wanted to be a mother, I knew I wanted to be a present mom, and I wanted to give my children an alternative education." - Ingrid

In addition, she has always been attracted to entrepreneurship, and her desire to also support other families gave her the push she needed to start her own business: Niños Sanos, Seguros y Felices.

"My wish is to see a new generation at peace and in control of their emotions, where parents have a real connection with their children. All families have these challenges, and I teach them the tools and techniques to be the best version as parents and families. Seeing families in harmony, happy, and fulfilled despite the challenges is possible with the right tools.” - Ingrid

CLEAR IDEAS AND A FIRM STEP

When Ingrid decided to establish her business in San José, one of her biggest challenges was the economic aspect and the creation of her business plan. Recommended by a friend, she contacted Centro and enrolled in the Basic Entrepreneurship Program where she clarified the basic aspects of her business, including her mission: to accompany families in parenting, education, and wellbeing from the perspective of neuroscience, conscious discipline and positive psychology, achieving a healthy, safe and happy childhood. Ingrid founded her company Niños Sanos, Seguros y Felices shortly after finishing the course.

After finalizing her business plan, Ingrid accessed a $1,500 loan from Kiva to help her with the initial paperwork to start her business. With the help of the Centro Capital Hub, she set up her first Kiva campaign which she was successful in obtaining and completed all her payments afterward.

Recently, Ingrid graduated from the Advanced Entrepreneurship Program, where she also received personalized one-on-one counseling to solve specific questions about her business and situation. During this advanced program, Ingrid developed an idea of offering a new line of services and incorporated it into her business. Programs focused specifically on children.

"In the programs, I learned and was able to meet peers who were creating their ventures in different markets and we moved forward together. We support each other a lot, it's a living community and we all cooperate with each other." - Ingrid

Thanks to her first successful experience with Kiva, Ingrid was able to create her second Kiva campaign and apply for a second loan of $6,500 that would allow her to obtain a new certification based on neurocreativity and the Waldorf methodology, Reggio Emilia. This certification would help her expand her business and increase her capacity to provide skills to children, adolescents, and their families. She was also able to improve her online presence and prepare a marketing strategy to have new clients and maintain online communication at different levels.

CREATIVITY WITHOUT LIMITS

In 2022, Ingrid is prepared and ready to launch new products to diversify her sources of income and offer complementary products to her services.

“During one of the business coaching sessions with Centro, I came up with two new products for my business. One of the products is a box called "60 Powerful Phrases" in which people are fed with thoughts and actions that are structured in six steps and cover topics of parenting, education, and self. Through these boxes I also invite people to my sessions." - Ingrid.

The second product she is going to launch soon is a day-connection planner that allows families to be more connected after work and to carry out activities together. Ingrid is also working on another of her goals, a membership business called Magical Adventure.

If you are in San Jose and want to learn more about Ingrid's services and products, you can visit her website Niños Sanos, Seguros y Felices. You can also support her by following her on Instagram and Facebook.

"Look for help because there is support and you are not alone." - Paola

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FOLLOWING HER DREAMS

Paola Alvarado is a Latina entrepreneur who changed her outlook on work and life in the midst of the pandemic, and take control of her own fate. Paola worked as a bartender until the during pandemic she lost her job and she decided to start her own mobile bar business Pao Craft Cocktails in East Palo Alto, California.

Paola comes from a family of entrepreneurs, with her parents owning a small shoe business in Mexico. Thanks to the experience with her family, she discovered at a young age that she wanted to have her own business one day.

LEAPING INTO ENTREPRENEURSHIP

Although she dreamed about begining an entrepreneur, making the decision in the middle of the pandemic was a challenge for Paola, due to doubts about capital and administrative issues. Paola had 4 years of experience as a bartender so she had a lot of knowledge in the industry, but no business experience. Thanks to a friend’s recommendation, she decided to take Centro’s Basic Entrepreneurship Program.

"The program helped me get a clearer sense of my business: to understand the operations a little bit better, where each operation breaks down and how to work in each one of them. I have already implemented in my business a lot of what I learned in the Programs."

During the 9-week basic program, Paola created Pao Craft Cocktails' first Business Plan and consolidated the foundation to start her business. She also received one-on-one Business Coaching that helped her overcome her doubts and create goals for her business. Paola was aware that she needed capital to take her business to the next level with her business and buy a van that would help her work at events. With the help of the Centro Capital Hub she decided to create her Kiva fundraising campaign. Paola raised the $15,000 from her campaign and just bought the van for her business to transport more equipment and hold larger events.

Paola's strength and ability to overcome challenges and take a big leap with her business motivated her to take the Advanced Entrepreneurship Program while running her Kiva campaign. Thanks to this program, Paola worked alongside with entrepreneurs who were in her same situation and with whom she created important friendships and networks to support each other's businesses.

OVERCOMING CHALLENGES

Pao Craft Cocktails is a craft cocktail business that focuses on creating fun and different environments with a delicious drink tailored to the needs of its customers. Pao Craft Cocktails is a mobile bar and they serve their customers at the location of their choice. 

One of Paola's biggest challenges as a Latina immigrant has been the language barrier since she arrived in the United States at the age of 21. This has been an especially big challenge while creating her business, and it is one that she continues to face on a daily basis. 

When she began her journey as an entrepreneur, Paola had to trade in her bartender’s hat for a business owner’s, and it wasn't easy: "Another big challenge was figuring out how to sell my product and make the packages. I had to research everything that goes into making a bar because it's a lot of calculations and all that cost me months of research." In addition, she had to get special alcohol licenses and learn how to manage documentation and taxes.

Thanks to the daily support of her husband and her 9-year-old daughter, she has fought for her dream of being an entrepreneur and owning her own business. For her daughter, she is a great example of strength and sacrifice, as she sees how hard she works to train and establish her business. She is also an example of success for her Latina community and in the Facebook group, where she started writing posts to promote her business. No

THIS IS JUST THE BEGINNING OF A GREAT SUCCESS

Her main goal in the coming months is to promote her business and build customer loyalty. She is also working on her prices and on improving her operations. She has 3 people working for her as contractors and is considering hiring them as full-time employees, due to her rapid growth and success.

"To entrepreneurs I would say look for help because there is support and you are not alone. Now thanks to Centro and Kiva I know, and I can tell you that."
If you want to enjoy her wonderful handcrafted cocktails in the Bay Area and support Paola Alvarado's business, visit her website Pao Craft Cocktails. You can also support her business on her social media Instagram and Facebook.

"My brand is inspired by Latina women" - Jessica Muñoz

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TRANSFORMING A CRISIS INTO A NEW DREAM

Jessica Muñoz is a Latina designer, entrepreneur and creator of 2QTooCute. Her business grew out of the pandemic when she had to stay home with her children and together they started doing creative activities to cope with this hard time and overcome depression. They painted colorful designs of butterflies and hearts and one day decided to put their designs on her shoes. After getting positive feedback from family and friends, she saw an opportunity. So she researched how she could make her own shoes and began her journey as an entrepreneur, transforming a hard time into a new dream.

Jessica had no business experience but that didn't stop her. Inspirational stories from other women pushed her to believe in herself and trust that she could also achieve her dream of owning her own brand. "The inspiration of other women I read about in magazines saying when you have a dream you can achieve it was a big push for me. To think that I am here in my house, and I can do it too. I started researching and designing, and when other people liked my designs, I started to feel that there was something great here that I could inspire with."

After designing her first sneakers, she wanted other women and mothers to also be able to enjoy the comfort and original designs she couldn't find in other stores. She looked for suppliers and resources to start her small business and began working with a factory in Colombia.

CONNECTIONS WITH OTHER ENTREPRENEURS

While visiting a bazaar, Jessica met Raysa Veras, a Centro graduate and founder of Rouge Hoops. They had a great connection and after learning about Jessica's brand, Raysa recommended Centro's programs to establish her business. Soon after, she contacted Centro and attended the Basic Entrepreneurship Program and Advanced Entrepreneurship Program.

Before joining Centro, Jessica didn’t know how to establish her business, and she was worried about the unknown and failure. Thanks to the programs she attended, she was able to learn about the areas of business that she did not know about, such as the mission and objectives of her business and its financial status. It has also been very important for her to gain confidence in talking about her brand to others, especially on camera.

"What fascinates me is also the networking and meeting other entrepreneurs, knowing that you are not alone and sharing experiences of our businesses. It's a really nice community and I feel accompanied." says Jessica.

DIVERSIFYING AND EXPANDING HER BUSINESS

With her business established, Jessica is now raising awareness of her 2QTooCute brand. In addition to her shoe line, Jessica has also launched a line of handbags. "My 100% Latina shoes are inspired by Latina women, giving it the color and flair that we put into everything. I also have leather bags where I use a lot of our essence, transmitting the strong colors that we as Latinas like so we don't go unnoticed."

Jessica pays a lot of attention to every detail of her brand. Her espadrilles have colorful butterfly designs that represent freedom and are named after people who inspired her and helped her in her life. She also wants to inspire and empower other women. "In my handbag designs, I convey how I feel about them. By naming one Brave, I pick it up and I feel brave and that's how I want other women to feel with it too."

She currently works with her sister-in-law, who is in Colombia and manages the factory they work with there. Jessica makes the designs and chooses the leather and materials for the manufacture of her bags and shoes. In her day-to-day work, she faces challenges that she overcomes by working together with the factory's employees. "That teamwork is what excites me, I listen to them and they listen to me. It's a chain, we work hand-in-hand, if I design, they work, and that's how we share."

POST-PANDEMIC GOALS

Because of the pandemic, Jessica has not been able to attend many fairs and events to showcase and sell her products. So, as the situation improves, one of her goals for this year is to have more presence at these events to make her brand more known. Another goal is to increase her sales and increase the variety of designs to continue expanding her brand.

To see all her wonderful designs and support Jessica Muñoz's business, visit her website 2QTooCute. You can also support her business on her social networks Instagram and Facebook.

"Building integrity, empowerment, and community" - Misty

SECOND CHANCES

Misty L. Franklin is a leader within her community and a professional speaker who utilizes her voice to help build integrity, empowerment, and community.

Misty is the daughter of a father that was incarcerated. Then Misty was incarcerated herself. However, against all the odds, she broke the cycle. She was able to integrate back into society, and she did it on her own, without resources or support. She thought to herself “how can I provide resources and support to other women who are in the same situation that I was in?” That’s why she founded Restore 180.

Restore 180 gives people the power to learn techniques to persevere by developing their personal motivation, discovering solutions to obstacles, clarifying the details of the life they want to live and learning how to keep going when the going gets tough.

LAUNCHING RESTORE 180

When Misty launched Restore 180 she wanted to plant the seeds right to get her business off the ground by building a solid foundation, but she didn’t know where to start. 

In the beginning, Misty was overwhelmed with the unknown. Thanks to her incredible resilience she shifted her mindset into a positive one believing in herself and looked for help. She found Centro. 

Misty first started using the Centro Business Planning App and loved how easy it was to create her Business Plan. “I first started with the App, implementing the different phases of my business and giving myself a wealth of knowledge and resources,” said Misty.

Thanks to the Basic Entrepreneurship Program, Misty was able to bring her business idea into reality. One of the things she enjoyed most about the program was the community entrepreneurs created in the classroom. Even being virtual, they created strong relations and grew their businesses together step-by-step. 

“Join the program, jump off the deep end and explore the infinite possibilities that come with learning and entrepreneurship, and with knowing that they are in good hands. You're going to be around a community that believes in accountability, growth and taking your business to the next level.” This is Misty’s advice to entrepreneurs thinking of joining Centro.

Aside from the classes, Misty had one-on-one check-ins to clarify some questions, to get feedback about specific areas of her business plan, and to develop her business. “Having a strong support system is extremely important as an entrepreneur. It’s also important to get feedback and be able to accept that feedback in order for me to sustain and grow my business.”

Misty is very passionate about her business and wants to show representation. Being a formerly incarcerated black woman, she wants to show other black women and young girls with similar backgrounds that they can be successful entrepreneurs too. She has always remained consistent and disciplined, since starting her entrepreneurship journey, even though it has not been easy, she has kept persevering and kept her faith.

CREATING AN IMPACT

Currently, Restore 180 is performing well, focusing on outreach and building relationships with the community. The most rewarding thing for Misty is watching her business grow, watching it grow from serving 1 - 2 youth in her community to now serving 33 and offering resources, mentoring, advocacy and education.

“I tell other black women not to give up, especially women from the same background that I come from. I tell them that we deserve a second chance and that we are not our worst mistake.”

Due to Covid-19, she has had to shift most of her meetings and programs to virtual platforms. When she’s able to meet in-person she makes sure to follow all protocols and procedures with social distancing, face masks, hand sanitizer, and everything else they need to do to gather and be safe.

NEW GOALS FOR 2022

Misty just incorporated Restore 180 as a 501 c3 Nonprofit Organization, and her next step is to find funding so that she can grow her organization and support even more women by hiring staff and developing partnerships in her community.

Join us in congratulating Misty for her resilience and for creating this amazing nonprofit to support her community. Check out her website.

Looking to start or grow your own small business?

"I am no longer afraid of entrepreneurship" - Karla Salgado

Para leer en español, haz click aquí

Meet Karla Salgado, Co-Founder of Elgie’s Hot Diggity Dawgs

Karla was a successful sales professional in her country, who always had the dream of being an entrepreneur. When she moved to Pacifica, California with her husband and children, she faced many challenges, starting with the language, cultural differences and a lack of understanding about the regulations and requirements for entrepreneurship.

When the Covid pandemic began, Karla and her husband Larry decided that despite the difficulty and uncertainty of the moment, they wanted to invest their resources in starting the business they had always dreamed of. "Larry has a special love and respect for the community of Pacifica, because it has been his home for the last 50 years, and that is why we decided to start our business here."

After buying a car and obtaining all the necessary permits, to sell their hot dogs in a local parking lot, and thus, Elgie's Hot Diggity Dawgs was born. Elgie’s Hot Diggity Dawgs is truly a family business, with Karla, Larry and their children all working in it. Each of them is in charge of a part of the business. "We have appointed my son as logistics manager, he is in charge of setting up and dismantling the cart. My daughter, as marketing manager, is in charge of all our social media; my husband is the chef and I am in charge of organizing everything needed for the meals, as well as collecting and managing the accounts." Involving everyone in the business and giving them responsibilities, has motivated the whole family, because the success of the business is thanks to the effort of all of them.

OVERCOMING SCHEDULING CHALLENGES

As a new business owner Karla faced many challenges when she joined Centro's Basic Entrepreneurship Program. In particular, she had to overcome her fear of being able to attend all classes, while keeping the business open and selling on class days. "Centro understood my situation and encouraged me to apply and participate in the Basic Entrepreneurship Program with their support, I was able to complete the program."

Taking the Program was an enriching experience for Karla as she was able to share the class with other entrepreneurs, listen to their stories, and to know that they are dealing with the same struggles and fears while starting their own businesses. "We complemented each other, shared experiences and made great connections learning from others."

Thanks to Centro, Karla learned everything she needed to reorganize Elgie's Hot Diggity Dawgs, creating a solid foundation and a clearer strategy to make her business more successful. "Centro helped me so much that during the program I started thinking about starting another business, and starting it with all the knowledge from the beginning". After graduating from her San Jose program in July 2021, Karla started importing products from her country to sell in the United States, taking the knowledge she had acquired in the program and she started her second business.

"I am no longer afraid of entrepreneurship, the fear is gone. If there is proper planning, establishing the resources I have, there is no longer fear of starting a business, because you already have the necessary knowledge."

THE IMPORTANCE OF BUILDING CONNECTIONS WITH CUSTOMERS

Karla’s advice to other entrepreneurs is to be focused and to know that there are no immediate results. "Having the patience to build relationships with customers, always listening to customer feedback, having good quality standards and being consistent are all very important."

For Elgie's Hot Diggity Dawgs, making connections with customers has always been a priority and Karla does this on a daily basis to attract attention and differentiate themselves from other businesses: "We're on a corner and people are walking by with their friends, with their dogs, having coffees... and my husband tells them ‘You know what goes good with that? A hot-dog’ and they stop happily and say, ‘that's a good idea’ and buy from us". She also points out that people that are walking their dogs are her best customers, so they have a little plate to serve a hot dog for the dog as well. Customers love that detail, and are really appreciative.

For those entrepreneurs who also have a family business, or who want to start a new one, Karla highlights how important it has been to be united and to learn to communicate using business language. With their son and daughter, they are learning how to take steps for the future and set a good example. "We learn from our mistakes and learnings, and that’s how we build the business together."

GOALS FOR NEXT YEAR

Elgie's Hot Diggity Dawgs is still in the same parking lot in Pacifica where they started, but now they have new goals. Next year, Karla wants to build customer loyalty, and increase their hours of operation and selling days. At the moment their capacity is limited because they only have one car, so they are working towards purchasing another one in the near future.

Eventually, Karla would like to have a store with much more variety so they can continue to grow. "If we had a store we could have more variety, sizes and staff. We would have a place for our customers to sit down to enjoy their hot dog. That's what we would like to achieve in the future."

If you're in Pacifica, you easily find Elgie's Hot Diggity Dawg ​​at 1925 Palmetto Ave, Pacifica and take a stroll on the beach! You can also support Karla and Larry's family business by following them on Facebook and Instagram.

"I tell entrepreneurs to break out of their comfort zone" - Raysa Veras

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A BUSINESS BORN FROM LOVE

Since she was a child, Raysa Veras loved the accessories and the color red, and she always looked for those accessories that she imagined, but could never find them. Although she was a social worker by profession, Raysa took classes to learn how to make those accessories that she always imagined and wanted to give to her friends. When she started designing her accessories in the Dominican Republic it was just a hobby, but it soon became so much more when she created her own business called Ruge Hoops.

Rouge Hoops was born from love. The love for her father whom she accompanied in the hospital during his cancer, and the love she puts into every accessory she designs and produces. The love and admiration she feels for the immigrant women who work hard to raise their families and make this country great, and it is to those women that she dedicates each of her creations.

In 2017, Raysa's father was diagnosed with stage 4 cancer, and from that point on she began spending a lot of time in the hospital in New York. The creation of accessories became her therapy for the endless nights she spent in the hospital with her father. Motivated by the medical staff, she set up her own mini jewelry workshop in the cancer ward and it was that same medical staff that started buying her first Rouge Hoops designs.

STEPPING OUT OF THE COMFORT ZONE

Raysa quit her formal job when she started Centro's classes and she fully committed to her business. From that point on, Rouge Hoops was her main source of income and her biggest fear was that her business would not generate a profit.

"I was very afraid of failure and that the business would not be productive. By taking Centro's classes, I began to inform and educate myself, improved my planning, assessed the risks, wardroom and based on this, I started to work very hard."

Throughout Centro's Advanced Entrepreneurship Program in New York, Raysa was able to improve her planning processes, expand her knowledge in digital marketing, discover new business opportunities outside the state of New York, and focus on specific, measurable, achievable and relevant goals. During this program, entrepreneurs work alongside other entrepreneurs and MBA advisors to analyze their businesses, develop improvements and execute action plans to achieve their goals.

"With Centro's support I was able to train myself, this helped me grow as a person and as a professional, and I felt more confident to implement new ideas. In the classes I learned to better research my market and make projections about the business, all this allowed me to act towards achieving the projected goals."

NEW OPPORTUNITIES

Centro's classes have allowed Raysa to engage with other entrepreneurs and through the one-on-one mentoring she received advice and new ideas to strengthen her business. "In terms of sales, the relationships with Centro have allowed me to reach new clients in the state of California, the first clients in this state."

Raysa was able to receive a loan through Centro's Capital Hub as a result of her Kiva campaign, an online crowdfunding platform that offers entrepreneurs loans of up to $15,000 with 0% interest. "Thanks to this loan I was able to buy materials and equipment, and this has allowed me to expand my business." As a result, Raysa progressively diversified her designs, incorporating recycled materials, pearls, and natural stones.

A YEAR OF CHALLENGES

During this pandemic, Raysa was planning on participating in more than 30 events including fairs, weddings, expos, and fashion shows, but they were all canceled, in addition to other orders previously placed.

On a personal note, Raysa got Covid in April and had to spend some time in bed. She has still not fully recovered and suffers from after-effects such as severe joint pain.

As for the supply of materials, because of the Coronavirus, Raysa has had major problems with shipping times and costs, as well as product shortages. All this has forced her to redesign its products with other materials available in the U.S. market. "These products are much more expensive, which has increased my production price. In addition, for safety reasons, I have increased the quality of the packaging that guarantees safety to my customers with double packaging," says Raysa about her adaptation and the search for solutions she had to make.

"Because of Centro's support throughout the pandemic, we trained in the areas of digital marketing and financial management, shifted our focus from direct sales to online sales, improved our Instagram page and website, and started working with new products." Raysa highlights the importance of observing the behavior of its customers and responding to their needs, which is why she decided to create her online store and bring out products that allow protection from Covid-19.

In the Advanced Entrepreneurship Program, Raysa made strategic alliances with other fellow immigrants, who were unemployed, and decided to take the opportunity and bring out some shared brands such as the line of rings "Let's be clear", hand-painted earrings "Urban Beach", and personalized face masks.

PROJECTS FOR NEXT YEAR

Currently, Raysa continues to operate her business in Bronx County, New York, and has 1 person working with her. Rouge Hoops, operates out of her home with 80% online sales and 20% direct sales and events.

As she thinks about the upcoming year, one of the goals she has set for herself is to expand her sales in California and Texas and to expand her designs with 3 new ones in pearls and larimar.

"My friends have expressed their admiration for me because despite being an immigrant woman with less than 5 years in this country, I have been able to start a business, and in this time of crisis I have been able to give some job opportunities (mask making and support in the packaging process) to immigrant women like me."

To see all her wonderful designs and support Raysa Veras' business, visit her website Rouge Hoops.

“Thanks to Centro, I was able to create an organized business structure and complete my goals step by step" – Karla Padilla

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MEET KARLA PADILLA, FOUNDER OF HOUSE OF BEAUTY BY KARLA

Karla Padilla, always dreamed about creating a beauty salon that would cater to a diverse community. Karla wanted to provide the perfect service, where clients felt comfortable, could relax, and get beautified. She dreamed about creating a place where her clients walked out feeling confident and empowered by their hairstyle.

She understood that her passion could actually become a business. Her determination and motivation towards a better future for her and her family made her work hard towards making her dream come true. She decided to start her entrepreneurial journey, opening her own business House of Beauty by Karla. From the beginning, she knew it was not going to be an easy journey, but she was determined to make it happen no matter what, and she did!

THE WAY TO SUCCESS

Karla took the first leap, the Basic Entrepreneurship Program at Centro. A 9-session training program for entrepreneurs which guides them from the stage of creating their idea to developing a business plan to helping them launch their business.

She didn’t stop there. She enrolled in the next course, the Advanced Entrepreneurship Program. A 10-Session program for established entrepreneurs who want to grow their small businesses to reach $100K in annual revenue.

Throughout the program, Karla worked with other entrepreneurs and MBA student advisors to analyze her current business, develop improvement goals and execute action plans to achieve her goals. “Thanks to Centro, I was able to create an organized business structure and complete my goals step by step” said Karla.

Thanks to this program, Karla identified her target market, established a mission and vision, improved her understanding of the operational processes, learned accounting, marketing, and organizing the different areas of her business, from A to Z. She also projected the potential earnings of the salon. “Centro also gave me professional skills like working on my tasks one at a time, which has really helped me in my daily work”.

HER ADVICE TO OTHER ENTREPRENEURS

When asked about the advice she would give to others about Centro’s programs she said: “It’s a great way to start, and will help you to map out all your thoughts, ideas and goals. Don’t give up”. She acknowledges it has not been an easy journey. For

Karla, the most challenging part was finding a way to balance business and her personal life, but she was able to achieve it. “I feel like all the learning I did has helped me to set bigger goals” which provides a better future for her family and community.

“My family has been a great support for me and for my business. They encourage me to keep going. Their comments about me are always good, they are proud of me and the passion I put into my business. My friends and the community highly value the quality of my services and they always come to me for a makeover.”

THE PANDEMIC CHALLENGE

Covid was a hard moment for Karla’s business, she had to shut down for over 6 months. Karla worked with Centro’s Small Business Advisors as she considered options for her business, receiving support to create her marketing strategy and pursue the California Relief Grant.

She has now opened the doors of the salon but was forced to make big changes to her business: reduce capacity, keep everything spaced out, and develop a new work protocol in order to follow all health guidelines and reopen safely. “It’s been very challenging after pandemic lockdown, but we are slowly getting better.”

INSPIRATION AND FUTURE

 Her advice to other entrepreneurs is: “It’s all about learning and being focused on your goals, a work in progress every day. I’m always excited for what will be next, in business, with clients, and in the future.” She also highlights the importance of active social media, interacting with the community, and networking as part of the recovery of her business after the covid shutdown.

Today, Karla feels empowered with how her business is performing and slowly recovering from the pandemic. She currently has one person working for her and aims to be able to hire more people who share her values. When thinking about the future, she hopes to scale her business and envisions opening another business.

A DAY AT WORK WITH KARLA

We say goodbye visiting Karla at her business to know more about her daily work and life. She opens up with us and tells us how much her clients and Hispano community mean to her, and how her business is not just a hair salon, but a safe place where her clients feel that they can speak about their issues, and Karla is always there for them.

Join us in congratulating Karla for being brave and following her dreams. Check out her website and make an appointment if you live in San Jose!

Visit House of Beauty by Karla

Need help to start or grow your own small business?

From Flea Market Stall to Healthy Foods Business – Meet Ana and Juan Tabares, owners of Speedy Fruit

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Obstacles and Opportunities for a Healthy Foods Business

Starting your own business can seem like a series of insurmountable challenges. There are licenses, permits, business plans, merchant gateways that are not only required to get going, but essential for turning an idea into a profitable business. Ana and Juan Tabares had their vision of starting a business that would help their customers eat delicious healthy foods, specifically children. The barriers they faced in the beginning were the barriers that many immigrant entrepreneur’s face, language barriers and a lack of a road map to navigate financing, business planning, and permits. But they continued fighting and dreaming and doing and eventually they found Centro’s Basic Entrepreneurship Program where they met Lupita Nicole.

“We want to be independent, not work for anyone else,” says Ana when asked about what inspired her to start her own business. “I feel very committed to being able to change eating habits, especially in children, so that instead of eating junk food they can eat something healthy and delicious.” And this was the seed that would grow into Speedy Fruits. Ana had already earned years of experience selling in local flea markets, selling clothes, hats, jewelry, and other accessories. “The experience I have gained has helped me prepare for changes and challenges.”

And like most other aspiring entrepreneurs, Ana and Juan faced the challenge of finding capital in order to build something that was truly theirs and could truly make a difference in the health and lives of people in their community. Juan says it simply: “We are from Mexico, the language barrier and not being able to express or understand the information about permits, licenses and resources well was one of the main challenges. There was also the fear of not having enough budget to launch our business.” But Ana and Juan had a goal. They knew they needed an affordable base of operations, they knew they needed a solid business plan, and they knew that by connecting with others who have gone through this, who faced similar challenges they could learn and grow and work with others to build themselves a road map towards a successful enterprise.

Refining Their Mission and Vision and Working with Centro

“The Centro program helped us to refine our mission and vision, and provided us with the necessary tools to generate a solid business launch strategy,” says Ana. “Before participating in the program, we did not have enough knowledge about technology, Lupita helped us establish the Square reader as a form of payment for our business and finally we were able to acquire our food truck.”

During the program Ana and Juan also had the opportunity to meet other entrepreneurs and Centro Small Business Advisors who were able to share what they had learned while starting and growing their own businesses. This, Ana feels, was instrumental in helping her become a successful entrepreneur, being part of a community that can support each other and learn from one another to avoid the most common pitfalls and see how others worked to overcome those seemingly insurmountable challenges.

Pride in Entrepreneurship

After graduating from the Basic Entrepreneurship Program in 2019, Ana and Juan continued to work with Lupita and were eventually able to buy a truck, which is now the base of operations for Speedy Fruits. They’ve even been able to earn enough to hire a part time person to help with the business. “We get good vibes from our family and friends, they are happy with how we have grown. And we also inspire them and teach them that things can be achieved if we want to. My kids are so proud of me and they were so happy when we bought our food truck. Thanks to Gracie Madrid and Lupita, who offer information and programs and a space for entrepreneurs.”

When asked what he most wanted other people to know about his journey towards entrepreneurship, Juan had this to say: “People should realize that it is possible to achieve their dreams, find the correct information, create solid and clear goals, educate themselves in everything related to entrepreneurship and get involved with Centro will help them fulfill their dreams.“

Business in the Time of Covid-19

During this pandemic, Ana and Juan recognize that it has been a difficult year. “Sales have decreased and there have been less events to participate in as well. It has been a very difficult year because we had high expectations for growth this year. However, we continue working and, despite the pandemic crisis, the business continues to operate and grow little by little.”  Again, the community they developed in their time with Centro helped Ana and Juan figure out a way to keep going and keep growing. Their advice to others was to “Ask for help from other entrepreneurs and organizations like Centro. Learn about the resources available to small businesses and rebuild your business vision and mission to adapt to challenges and changes.”

To see more wonderful pictures of delicious and healthy fruit dishes and find out where they are today visit Speedy Fruit’s Facebook page.

Planting the Seeds of Love and Wisdom in the Children of Adela’s World

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Meet Adela Orucuta, Founder of Adela’s World of the Children

An immigrant from Mexico City raising three children, Adela was no stranger to putting in long hours to make ends meet. Regardless of her struggles and lack of business knowledge, she dared to dream of starting her own business. Exhausted, Adela took her first step closer to her dream by joining English language classes. She knew networking with people would be more challenging with less time in hand, but that did not waver Adela’s passion.

Adela credits her success to the very hurdles that made it difficult to achieve her dream, “My circumstances gave me the strength and determination to better myself and provide my family with the financial stability that we so needed and deserved.” Though Adela faced financial constraints, she was determined to improve her English, become more active in her community, and seek out places and people that would help answer the many questions she had.

Finding the Building Blocks

Ultimately, Adela connected with Centro, where she found one-on-one guidance by an MBA advisor. Her uphill battle was finally paying off! Her next step was to create a business plan with constant guidance from her mentor at Centro to follow through her plan. Centro’s team and volunteer business advisors understood the circumstances under which she had worked to achieve her dream, and worked and supported her closely to create a successful business.

Finding Success

Adela’s World of the Children opened in 2010, a licensed childcare center offering daycare and pre-kindergarten facilities to families in El Cerrito, Berkeley and Oakland. Adela puts in all her love for the children in her care, who receive a balance of play and learning that is informed by her ongoing child education coursework at Berkeley City College and her enrollment in California’s First5 Program. Undoubtedly, the business has been a success. It not only prepares the students of World of the Children for their futures, it helped Adela send her own children to college. More than anything, it has brought joy and meaning to her life, and those around her.

The COVID-19 Challenge

During the pandemic, World of the Children had to make a choice. It chose to continue being there for children even though the shelter-in-place order negatively impacted the business side of things. Though they have not had to reduce their hours of operations, the number of clients has decreased. In order to re-open and ensure the safety of the children in her care, Adela has rigorously followed all the safety and health guidelines recommended by public officials; like requiring face masks at all times and maintaining sanitation protocols of toys and public spaces. “In our preschool/daycare we have designed ways to help reduce the spread even more. For example, we create activities that allow kids and caregivers to maintain proper social distancing. We have also reduced the number of materials/toys available on a daily basis.”

AND An OPPORTUNITY

This past August, Adela worked with the Centro Capital Hub and ran a successful Kiva campaign to acquire $8,500 in interest-free capital to support her business during the pandemic. According to Adela, “This loan will allow me to purchase new and updated materials and equipment to renovate the location and make it more appealing for new clients.” These funds were able to help Adela remodel the daycare’s backyard with new toys and outdoor activities built specifically to practice safe distancing and prevent the spread of COVID-19. These funds will also be used to hire an extra care-giver to ensure children continue to receive the attention and care Adela’s World is known for. “This loan will have a great and positive impact in my business because not only will I be able to create a fun and attractive place for our kids, but I will be able to keep the business that I have worked so hard for many years.”

Adela knows what it is to strive toward one’s dreams. She also knows first-hand what it means for a business to be affected by the pandemic. She encourages other business owners to “maintain good communication with your customers” and to stay on top of new information about the virus “so everyone is on the same page about how important it is for everyone to do their part in keeping each other safe.”

If you’d like to learn more about Adela’s World of the Children or see more about her inspiring story please visit her website.

LoveBox: Gift Boxes Made in San Jose

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Sisters Who Turned their Passion for Art into their Livelihood

For Caryne Sanchez Moros and Tibisay Sanchez Moros, art has always been a part of how they see the world. The twin sisters shared a love for art from the beginning, right from elementary art class projects to the workshops and classes that occupied their afterschool hours, free-time and school breaks. Even though both were encouraged to pursue their talents, neither of the sisters pursued those interests into higher education. Instead, Caryne and Tibisay earned a degree in Criminalistics and Criminal Science. Yet, their passion for art lingered through those years.  

The sisters’ shared passion gave them a unique perspective that led to the creation of Lovebox, a company that creates customized decorations and personalized gifts. Caryne and Tibisay knew their talent made them unique in their ability to create one-of-a-kind, handmade decorations and arrangements that could spur joy and wonder in others, and lend a little bit of magic to special occasions.   

Thus, an idea was formed, but the sisters weren’t sure where to start. One of the biggest challenges for them was selecting and targeting a customer base. In 2018, the sisters turned to Centro for help to tackle these early challenges and propel their business from concept to execution. Through the Centro Entrepreneurship Program, they gained meaningful insights into the fundamentals of business financials, marketing, customer acquisition, and business plan development. Centro’s Business Planning app was instrumental in helping conceptualize and operationalize their life-long passion of owning a business that was going to bring joy to others. 

Merging their talent and passion with what they learned through Centro, Caryne and Tibisay launched Lovebox and have built a growing client base. “It is fun because we never thought about a business that has to do with art,” say the sisters. Lovebox has steadily grown, with requests for the Moros’ products and services arriving almost daily. The growth is happening and luckily the twins were ready. When event decorations are ordered, one to two part-time employees are brought in to help with the delivery and installation. The twins will continue to invest in equipment to grow Lovebox’s ability to meet the needs of their growing customer base. And they continue to use what they’ve learned from the Centro Entrepreneurship Program to enhance their marketing efforts and introduce themselves to even more potential customers. “At this time we have customers from different cities in the Bay area and several people from other cities across the country write to us daily.” 

Fortunately, the Covid-19 pandemic has not severely impacted the twin’s business, but effects are still felt: “Since Covid-19 there are no parties or crowds, therefore our decoration products with balloons are not being sold right now, but we have active custom arrangements which is what has been selling and people keep asking.” Lovebox has been able to pivot by focusing on creating products that meet the moment, reducing variety and also expanding delivery and instore pick-up options that are safe for both them and their customers. “Simply by giving the customer different delivery options, there are people who are afraid of contact, so we always ask the client how they would like the product to be delivered.”   

“Entrepreneurship is dedication, perseverance, learning, searching, failure and effort until your dreams come true,” say the sisters. Join us in congratulating Caryne and Tibisay for bringing a unique artistic perspective to make special moments even more so. Follow @lovebox8 on Instagram or @loveboxmoros on Facebook and give them a look for the next celebration or special gift you want to make all the more memorable.

Launching a Food Business During COVID-19

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Meet Elidia, Founder of Carnicería el Toro

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Elidia Mendoza has always had a dream of having her own business and working for herself. “I am very passionate about cooking,” she says. “I’ve had the opportunity to try delicious dishes and that inspired me to do the same – to bring delicious Mexican food to people.” The only thing holding her back was a lack of confidence in her ability to successfully launch a business, and the fear that she would spend all of her savings to invest in it, only to lose everything. 

“I thought that the entrepreneurship program would be difficult to understand and that it was only a program for people with advanced knowledge,” Mendoza says of Centro's entrepreneurship program. Yet she decided to take a leap and participate, with the goal to learn as much as she could about business and marketing strategies. “I wanted to learn how to place my products in a small market to experiment and learn during the process.” She also needed to learn about the process of applying for permits and licenses to sell food and how to choose the best insurance for her business.

Mendoza praises her Centro trainer, Lupita, for her thoughtful guidance during the program to make the best decisions regarding the operation of her business. While she feels that the community always had trust in her business, Centro's entrepreneurship program taught her how to utilize new technological tools such as Yelp, Square and other social media platforms to promote her business, as well as helping her design a logo. With the confidence and knowledge gained from the Centro Entrepreneurship program, Mendoza become more confident that her business would succeed. With new resources and information to help her connect with and have a presence in her community, she was able to quickly increase her number of clients.

Surviving During a Crisis

The current public health emergency has been challenging for many small business owners, especially in the restaurant industry. Luckily, through Centro’s Entrepreneurship program, Mendoza had recently improved the way she managed her finances. “I learned to better distribute my income and to be able to separate personal and business finances, which helped me improve my savings and invest efficiently in my business,” she says. This has made surviving the pandemic a little bit easier, even as business has slowed. “Before COVID-19 my business was growing very fast – the community, our friends, and family have supported us a lot and thanks to them the business has had good sales.” Despite increased restrictions, Carnicería el Toro continues to operate Monday through Saturday, while being sure to take food safety measures and follow government issued Guidance for Restaurants. Having the opportunity to offer to-go service and promote the business on Facebook has been very helpful and, although sales have decreased, customers in the community have not stopped supporting them and have even recommended the food to friends and others. Friends, family, and other customers have also helped boost the name recognition and popularity of Carnicería el Toro by reviewing the business on its Yelp page, which Mendoza set up with the help of her training from Centro. 

Something else that has helped keep their business sales steady during COVID-19 restrictions has been offering a special menu from Thursday to Saturday, asking clients what dish they would like to try that is different from offerings on the regular menu. Learning to adapt to challenges, develop additional services, and figure out how to continue marketing their product during uncertain times is one of the many skills that Mendoza gained through her Entrepreneurship program. “I believe that giving the customer the freedom to choose a particular dish helps to maintain trust and create a special relationship, especially in these difficult times when we need to be together and support each other,” she says. She also tries to buy food from other local restaurants whenever possible, supporting other small businesses that are struggling the same way she is. Their continued support, she says, has helped Carnicería el Toro to continue operating during these challenging times.

Growth and Inspiration

Over the next year, Mendoza wants to expand her business and continue to increase the number of clients. She is also hoping to buy more equipment and hire at least two employees to help them tackle running a growing business. “I'd also like to apply for a $10K loan with Kiva,” she says, which would help her to fund these goals.

“I remember that my biggest dream when I came to this country was to have a business and now I can proudly say that I have achieved it,” Mendoza says. “I would like to inspire people who want to open their first business. I know it is not an easy path, but in the process there are people and organizations that offer their support to achieve it.” She encourages people to never give up and to not stop believing in themselves.

… And if they are looking to develop a solid strategy or come up with new ideas to improve their business, and want to be part of a community of entrepreneurs who are always looking to learn and grow, then Mendoza suggests participating in one of Centro’s entrepreneurship programs. 

If you happen to find yourself in Stockton, be sure to check out Carnicería el Toro is located at 1005 W Acacia Street. You can follow along with Elidia and her husband’s delicious creations on their Facebook page.

Meet Wanda Blake, Founder of Wanda's Cooking

Wanda Blake’s cooking apprenticeship started in her mother’s kitchen and continued in the kitchens of great aunts, aunties, grandmas, and cousins. In 1981, Wanda attended City College of San Francisco to study hotel and restaurant management. In 2015, she launched Wanda’s Cooking as a pop-up restaurant event in Oakland and San Francisco, California. The reason? She is passionate about providing for her community through food and culture. Wanda’s pop-up events provided a food service experience that gathered people around a family memory or a new food experience. Wanda’s Cooking first Popup “Sunday Supper”, was in memory of Sunday dinners at grandma’s house. Wanda’s Cooking is a family of food passionate Chefs and friends who have touched people in the Bay Area and beyond. It is the result of hard work, dedication to others, and perseverance. “I launched Wanda’s Cooking because it gives me the opportunity to express my culture through food” said Wanda “as well as being able to provide jobs to my own community.”

In 2018, Wanda recognized her business needed a better foundation in order to be able to, eventually, scale it. Wanda started Centro’s Basic Entrepreneurship Program in April 2019 and learned how to establish the business’ foundational needs (mission, vision, marketing plan). “Centro provides entrepreneurs with the basic tools in a unique way that is easy to complete a business plan,” said Wanda “Centro’s Business Planning App guided me through every step that my business needed in order to scale it.” Wanda was further supported by Centro’s trainers throughout each class, and by her advisor outside of class. 

Throughout Centro’s Basic Entrepreneurship Program, Wanda identified her target market, established a mission, vision, marketing plan, and projected potential earnings. Six months after graduating from Centro, Wanda’s Cooking has launched a pantry on her website to sell ‘Pepper Chowchow’ – a traditional Southern condiment made from Sweet and Hot seasonal peppers. Pepper Chowchow has been shipped as far south as Tasmania, Australia and as far north as Juno, Alaska.

Today, Wanda feels empowered with how her business is performing. “It is growing at a steady pace that allows me to keep learning from other entrepreneurs, my community and my own mistakes” said Wanda. “Having established my business plan clearly has left me with a peace of mind, I did not have before.”

Within the next year, Wanda hopes to scale her business by having her products tested and approved for retail shelf storage throughout the state, and potentially the nation. As a result, she plans on securing a retail space to produce, manufacture and sell her products in one place. “Thanks to Centro, I am aware that in order to grow as an entrepreneur, I have to stay open to feedback and constructive criticism, one never stops learning”. 

Join Wanda Blake in her food journey, as she travels and explores all the flavors of food. When you follow Wanda’s Cooking on social media, you join in her excitement of recipe development, travel and what she sees happening in the Bay Area food arena.

Visit Wanda’s Cooking website to learn more about her business and take a moment to watch this video where Wanda opens up about her entrepreneurial journey!

Señorita Vegerita, Feeding with Love, Passion and Culture

As a young girl, Claudia Rivas remembers helping her grandmother make fresh tortillas at home. Her grandma would wake up early everyday to make them for the family to enjoy fresh every morning and for her grandfather to sell in the streets of Mexico. Today, Claudia continues to make fresh tortillas and opened Señorita Vegerita in Oakland, CA to share Mexico’s rich food heritage. 

There’s guacamole, corn and quinoa enchiladas, sweet and spicy mole negro, soyrizo and tempe tacos, among many other delicious food that Señorita Vegerita cooks for her clients. Claudia has been a vegetarian for 15 years and is passionate about bringing awareness to the negative environmental impact that meat and meat production has on our planet. She also loves to cook traditional Mexican dishes with a health conscious flair that feeds and nourishes her clients’ soul with love, passion and CULTURE.

In 2018, Claudia needed better direction in how to continue to grow her small business. Claudia started Centro’s Basic Entrepreneurship Program and improved her understanding of operational processes, accounting, marketing and customer acquisition. Centro’s unique Business Planning App assisted her in building the foundation her business had been lacking. Claudia collaborated with her fellow classmates and developed her business plan and presentation deck. As the program progressed, Claudia was also able to identify her business’s strengths and weaknesses. 

The combination between Claudia’s passion for food and her culture, and her learned knowledge from Centro’s program has launched her to become the successful entrepreneur she is today. Claudia has hired 3 part-time employees to work at Señorita Vegerita since her graduation and continues to strive for new goals. Within the next year, Claudia hopes to scale her business to the next level by participating at Oakland’s Farmer’s Market & 3 other Oakland festivals.

Join us in congratulating Claudia Rivas, one of many Centro’s stars. Follow @SenoritaVegeritas next steps and keep an eye out for her at the next Oakland Farmers Market. To learn more about Señorita Vegerita, click below. 

Meet Latisha Baker, Founder of Latisha Baker Artworks

Latisha Baker is not your average person. Latisha is an ambitious artist who taught herself a primitive technique called pyrography to create high quality handmade jewelry and accessories. She uses a variety of recycled and purchased wood, including birch, cherry and walnut to create pyrographic designs and artwork. After 20 years of making jewelry at home as a simple hobby, Latisha decided to launch Latisha Baker Artworks in Oakland, California in 2017. 

While you can never understate the value of Latisha’s hard work, much of her success stems from the ongoing experiments and experience ventures that she undertakes to create new ways to grow and sustainably expand her artistry and business. As an entrepreneur, Latisha’s passion is to create the life she wants and build her business on her own terms. In 2018, Latisha knew she needed to fully understand and learn how to run a business successfully. 

As a participant of Centro’s Advanced Entrepreneurship Program, Latisha stepped outside of her world of artistry to learn more in depth about business. During the program, Latisha analyzed each aspect of her business and developed a fundable business plan, created a budget and income statement, and accessed her creditworthiness to apply for a business loan. After figuring out how she could earn a living wage through her business, Latisha quit her job to pursue her passion for artistry full-time. “I wouldn’t have been able to quit my job without Centro’s business program,” said Latisha “my business is now growing steadily, and I have doubled my revenue this year, giving me the peace of mind that I am doing something right.”

Latisha worked one-on-one with Centro’s business trainers giving her personalized advice and training. “Centro’s business coaches are passionate about helping others become successful entrepreneurs. They made sure I fully understood every business practice being taught.” This included learning developing financial projections, creating a strong marketing strategy and developing her sales skills. Latisha Baker Artworks launched a new website this year and sells at every public event she can in Oakland. Latisha has started to spread her brand throughout the city and hopes to start exhibiting her art in local galleries soon. 

“Every entrepreneur has the fear of failure. However, you’re already failing yourself if you don’t step out of your comfort zone, and get educated to close your knowledge gap,” says Latisha “Centro pushed me to be bolder and bigger.”

If you want to learn about her entrepreneurial journey and business, make sure to watch this video below!

Please join us in supporting Latisha Baker by following her business on Facebook, and Instagram. Check out Latisha Baker Artwork website.

Meet Rosa Guerrero, Co-Founder of California Vegan Food Company

Para leer en español, haz click aquí

Rosa Guerrero Contreras had a dream of launching her own plant-based food business for the last five years. What started as a hobby soon became a passion, but Guerrero wasn’t quite sure of how to convert that passion into a business. Last spring, Guerrero joined Centro’s Basic Entrepreneurship Program to launch California Vegan Food Company (CVFC). CVFC’s mission is to satisfy the needs of their customers while contributing to a more sustainable planet. They do this by keeping the familiarity of the foods Latin@s grow up with.

In 2018, Guerrero found herself unclear of exactly how to build the foundational pieces of her business. “Before Centro, my business was just a concept,” Guerrero said. “I needed to put my ideas into action and Centro empowered me to do so.” As she participated in Centro’s program, Guerrero evaluated every part of her business, from its mission and vision to its marketing strategy and finances. She also created her business plan, using Centro’s Business Planning App. The program provided Guerrero with access to local entrepreneurs that also serve as mentors. 

Since completing the program, her company, has begun manufacturing two products, launched its first line of vegan protein creations, and received a $10,000 interest-free loan from Kiva. She used the loan to expand to pop-up and community events, and will soon have a presence at her local farmer’s market in San Jose. Guerrero credits Centro with empowering her to get to the next level as an entrepreneur. “Our advancement as a business since finishing Centro’s entrepreneurship program gave me and my co-founder affirmation that we have been doing something right, something good,” Guerrero said. “I look forward to further growing California Vegan Food Company this upcoming year.”

Today, Guerrero continues to communicate with her Centro trainers who have helped her through the everyday challenges entrepreneurs face. She currently still working full-time outside of CVFC to pay the bills and dedicates herself to planting the seeds that will allow CVFC to grow. Guerrero empowers herself and her community as a result of her passion for plant-based products. “I believe that business is one of the best ways to create lasting positive change in this world,” she says. “For future entrepreneurs, patience will be your best teacher throughout your journey, however let your passion be your guide.”

Over the next year, CVFC hopes to acquire a van to facilitate their logistics and storage. CVFC will also continue to expand the variety of products they offer. Join us in congratulating San Jose’s rising star, Rosa Guerrero Contreras!

To support Rosa and California Vegan Food Company click below:

• www.californiaveganfoodcompany.com

• Facebook for @ca.veganfood.co

• Instagram for @ca.veganfood.co

Ancestral Weaving

Para leer en español, haz click aquí

Meet Cinthya Flores, Owner of Utz Threads

Successful startup founders are often hailed as superhuman, the reality is they are regular people like you and us. Meet Cinthya Flores, a proud Bay Area entrepreneur. She is the successful owner of Utz Threads in Oakland, CA. Utz Threads is named after the word good in Maya Quiché; the language spoken by the women weavers that create their product in Chichicastenango, Guatemala. Being a textile brand that's inspired by the lively colors and cultural markers of the indigenous Quiché people, Cinthya strives to connect the ancestral weaving practices to this living culture. 

Cinthya is an entrepreneur driven by her passion to help Guatemalan women gain financial independence. Through her business, she has been able to create a space empowering women to tell their own stories. When you purchase from Utz Threads you are gaining an opportunity to learn the elements of everyday life in Guatemala. In return, you support the continuation of an ancestral tradition.

Cinthya joined Centro’s entrepreneurship program because she was seeking clarity on how to successfully grow her business and continue to support her Guatemalan partners. The infinite amount of possibilities was overwhelming, and her lack of accounting knowledge was intimidating. Cinthya needed direction and mentorship. 

In Centro’s Advanced Entrepreneurship Program, Cinthya worked one-on-one with her MBA Advisor, collaborated with her fellow classmates and developed her business plan and presentation deck. As the program progressed, Cinthya was able to identify her business’s strengths and weaknesses. As a result, she was able to focus on the areas where she lacked knowledge and became a stronger entrepreneur. Centro’s unique Business Planning App assisted her in building the foundation her business had been lacking. Throughout the 14-week program, the Centro team saw her evolve into the successful entrepreneur she is today. 

Today, Cinthya has expanded her reach with more Guatemalan women/partners, has established a wholesale order and is placed in a few shops throughout Oakland. She is expected to triple her earnings next year and be placed in more stores throughout the state. Through local and national partnerships, Cinthya hopes to expand her brand recognition. Join us in congratulating Oakland’s own superhuman, Cinthya Flores.

Learn more about Cinthya and Utz Threads

A New Authentic Arab Bakery in Oakland: Kickstarter Campaign

Reem Assil is a recent alumn of our Entrepreneur Readiness Program and she is the real deal when it comes to Arab street food. She hella loves her homeland and we love her back for sharing it with us in the Bay Area.

Up until now, Reem's has been catering and serving at farmer's markets, but she is now ready to open up her dream brick-and-mortar Arab bakery, right here, in Oakland!

“We are creating a restaurant and home to connect people across cultures & generations through the warmth of Arab bread and hospitality”

— Reem Assil

Please Support Reem's Kickstarter Campaign

Reem's combines the distinctive flavors, aromas, and techniques of the modern Arab street corner bakery with the freshness of California cuisine, made with love!

Reem is also a finalist at the Open for Business contest by OpenTable, so she must out-fund her fellow finalists and secure a minimum of $35,000 in order to receive an additional $15,000 from OpenTable. 

With as little as $10, $25 or $50, we can help her get there and bring a space of connection and Arab food to town!