LSBS San Diego, 2006

The Bahia Resort Hotel in San Diego was the second host for the 2006 LATINA Style Business Series. Hundreds of Latina professionals and entrepreneurs gathered on April 21st for a full day of professional and personal enrichment.
The morning began with a refreshing networking breakfast in the exhibit area. Robert E. Bard, president and CEO of LATINA Style Magazine, welcomed the audience with inspiring words about the growing numbers of Latina entrepreneurs locally and throughout the nation. Veronica De La Garza, director of strategic alliances for LATINA Style Magazine, introduced Dr. Ruben R. Garcia, District Director of the U.S. Small Business Administration. Dr. Garcia informed the audience about the many different loan and self-help programs that are available to women and minority entrepreneurs through the SBA.

The first panel, Access to Capital, moderated by Alice Perez, Hispanic market manager, US Bank, detailed how to realize the dream of starting your own business or expanding an existing one. Among the topics covered were business plan development, creditworthiness and the various forms of loans that can be obtained to start or expand your business. Panelist Patti Mason, president and CEO of Accion San Diego, informed the audience about how to obtain a micro-loan for an existing fledgling business. Panelist Michelle Butler, program director for the Women’s Business Center of California, advised taking the proper steps to become knowledgeable in all aspects of your business in order to ensure your business’ success. Panelist Shelley Hendrickson, vice president and area manager for Wells Fargo advised the audience to look into their credit history and to bring their creditworthiness up to a level where it makes it easier for a potential lender to help an entrepreneur.
The second panel, Successful Marketing Strategies for Yourself & Business was moderated by Therese Cisneros-Remington, director of the Palomar College GEAR UP Program. In a comfortable, round-table discussion, panelists Oralia Michel, president of Oralia Michel Marketing & Public Relations Firm, Pilar Montoya, president of Mass Marketing, and Carla Patterson, senior program manager, Women & Latino Business Services at Wells Fargo, gave the attendees excellent ideas on how to better market oneself and one’s business. Panelists discussed the importance of identifying your target market, researching it and understanding what your target market needs. Pilar Montoya offered excellent key points to remember, “There are four things to succeed in business: 1) Understand that there is a power of intention, 2) Surround yourself with excellence, 3) Find a mentor and 4) Find inspiration in your faith.”

The third panel, Your Business, Your Legacy, presented by Carmen Torres, CLU, CfCH, and an agent at State Farm Insurance discussed the importance of insuring your business, goods, your employees, and yourself in the case that any unfortunate event might take place. Ms. Torres also touched upon the importance of establishing 401(k) programs for your business.
The fourth panel, SCORE Counseling Opportunities, presented by Lisa Benton, counselor at SCORE, discussed the various workshops and free help available for female entrepreneurs in San Diego County.
The Latina Entrepreneur Award Luncheon, presented by ExxonMobil, was honored by the presence of Rosario Marin, secretary, State & Consumer Services Agency. Leonard James III, U.S. business development manager of ExxonMobil Fuels Marketing, welcomed the audience and introduced the mistress of ceremony, Desiree Carvajal, news anchor at Fox 6 News. Ms. Carvajal shared her experiences as a Latina reporter and news anchor in the various channels she has worked for. She then introduced Rodri Rodriguez, president and CEO, Rodri Entertainment Group. Ms. Rodriguez’s inspiring story awed the audience. Sylvia C. Rios was honored as San Diego’s Latina Entrepreneur of the Year for her efforts as port commissioner at the Port of San Diego.

Lunch was followed by the conference’s last panel session, Lessons Learned. The panel was moderated by Mery Lopez-Gallo, community affairs director, Univision Radio. In this panel, panelists Fanny Miller, president of El Latino Newspaper, Marie Alicia Diez de Bonilla Gonzalez, president of Bonilla Law Office and Manuela Murillo-Bump, president of Buena Casa Realty, discussed the various hardships and lessons that they learned along the uphill road that led them to be the successful entrepreneurs that they are today. They spoke candidly of their experiences and shared secrets that empowered their listeners.
The San Diego LATINA Style Business Series ended with a dessert reception, prizes and an opportunity to continue networking with sponsors, speakers and fellow entrepreneurs. Judging by the knowing smiles on their faces, it could be said that the conference-goers left with a new-found sense of purpose.

Special thanks to sponsors: American Airlines, ExxonMobil, Principal Financial, McDonald’s, State Farm, US Bank, Wal-Mart and Wells Fargo.

Another thank you to the partners: ALPFA San Diego, Centro Cultural de la Raza, El Latino Newspaper, La Prensa Newspaper, Latin Business Owners of America, La Nueva 106.5, MANA San Diego, National Association of Hispanic Publications, National Council of La Raza, National Latin Business Women’s Association, Recuerdo 102.9 FM, San Diego County Hispanic Chamber of Commerce, Small Business Administration, The Spanish Shopper & Hispanic Times, and US Hispanic Chamber of Commerce.