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Vol. 16, No.2
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Latinas Today
The 2010 Census Understanding our Nation
The Role of an Effective Affinity Group
Commission on the Status of Latinas in the Legal Profession
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Latina Letters from the Front!
Latina Style Business Series
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Latina Style Business Series
Houston, TX



(L-R) Award recipient Rocio Jasso, President, ABC Professional Tree Services, Inc.; Andreina Kepfer-Landis, VP Business DEV. Global Market, K&L International Holdings, LLC; Texas State Representative Jessica Farrar; Rosanna G. Moreno, Executive Int’l Business DEV., Memorial Hermann Healthcare System; and Daniella Guzman, Anchor, KPRC-TV- NBC News.
n 2009, LATINA Style concluded its 11th year tour of the Business Series on November 15th at the JW Marriott Houston Hotel in Houston, TX. Over 200 Latinas aspiring to grow and strengthen their businesses took part in the all-day workshops, explored the sponsor expo and even networked while being pampered at the Lancôme cosmetics lounge. Presenters from the Small Business Administration, Acción Texas and SCORE shared advice on how to position your business as a strong candidate for financing on the “Access to Capital” workshop. The “Essentials of a Successful Business” panel focused on the importance of a proper foundation, legal, accounting and tax structures, and presented creative alternatives to bear the economic difficult times. Aflac agent Diana Martinez offered her expertise on rolling out employee benefit programs; IRS tax specialist, Arlene Good provided an overview of tax incentives for small businesses set forth by the 2009 American Recovery and Reinvestment Act, and attorney at law at Looper Reed & McGraw, Sofia Adrogué counseled that “we should not let an economic crisis go to waste, but rather seize this nascent economic recovery period.”
The third panel of the day proposed the benefits of “Greening Your Business,” how to get started and the tools available to do so-like certifications, eco-labels and sustainable IT infrastructure. Dr. Jaime Gonzalez, DrPH, MSSW, MSHA national director of Business Development, Latino Health Solutions at UnitedHealthcare discussed workplace wellness, ways to stay healthy under the pressures of running a small business, ways to lead an office by setting clear goals and objectives, and creating a supportive and fun work environment. Prominent Latina business owners were featured in the final panel of the day. They shared their personal experiences, lessons learned and obstacles while on the road to success within the company employed. They also provided insights on how they overcame the obstacles and (in hindsight) how they could have been avoided.
Dr. Laura Murillo, President & CEO of the Houston Hispanic Chamber of Commerce during welcoming remarks.
(L-R) Arlene Good, Tax Specialist with Stakeholder Liaison, Internal Revenue Service (IRS); Lupe Martinez, Agent, State Farm Insurance; Mark Harland, GM Regional Divisional Marketing Manager, Chevrolet South Central Region; Sofia Adrogue P.C., Member, Attorney at Law, Looper Reed & McGraw Attorneys, and Diana Martinez, Independent Sales Agent, Aflac Incorporated.
The event continued with a luncheon that awarded Rocio Jasso, president and CEO of ABC Professional Tree Services, Inc. as the “LATINA Style Entrepreneur of the Year” for Houston, TX. Although headquartered in Houston, Jasso’s company employs 2,300 men and women throughout 20 states. In addition to providing right of way vegetation management and emergency restoration services for electric companies, ABC Professional Tree Services, Inc. also assists in recovery times such as hurricanes and tornadoes. The Houston LATINA Entrepreneur of the year also drove away in a 2010 Chevy Equinox—a weeklong trial courtesy of Chevrolet.
Más Club’s team at the exhibit booth; (L-R) Luz Carmona(Advantage Coordinator), Yvette Gonzalez(Co-Club Manager), Elizabeth Olmo-Reynard(Membership Team Lead), Gladys Luna(Marketing Rep.), David Galvan (Club Manager), and Iran Lozano(Marketing/Membership Manager).
Look Successful…Be Successful Fashion Show presentation sponsored by Macy’s.
Rosanna Gomez Moreno, System executive for International Business Development for the Memorial Hermann Healthcare System and executive director for International Services at Memorial Hermann-Texas Medical Center served as featured speaker during the luncheon. Gomez Moreno congratulated Latina entrepreneurs for their courage and the risk they take in today’s global environment. “As risk takers, you have a direct impact in our economy today,” said Gomez Moreno as she shared information on ways Latinas are at the leading edge of entrepreneurship, business growth and job creation—with close to three quarters of a million, Hispanic, women-owned businesses in the U.S. generating more than $70 billion in sales annually. Her message was one of empowerment, encouragement and camaraderie. In closing she promoted the audience to “continue to explore, dream, and discover.”
Dr. Jaime Gonzalez (middle) of UnitedHealthcare with rest of team at the exhibit booth.
Dolce & Gabbana exhibit booth.
Macy’s spring collections were highlighted during the fashion show “Look Successful… Be Successful.” Lovely Latinas modeled outfits that transitioned from the office to an evening out and highlighted the do’s and don’ts of what to wear to the workplace. A raffle and dessert reception concluded the Business Series. Among the prizes were a $500 shopping spree by Macy’s, memberships to Más Club, operated by Sam’s Club, gift baskets from UnitedHealthcare, an iPod Shuffle and $50 gift certificate from American Airlines were also given away.
Iran Lozano of Más Club hands raffle winner a certificate for Más Club Membership.
Attendees at Aflac exhibit booth.
Thanks to sponsors: Event Chairs: Dr. Laura G. Murillo, President & CEO, Houston Hispanic Chamber of Commerce and Andreina Kepfer-Landis, VP Business DEV. Global Market, K&L International Holdings, LLC. Title sponsor: Macy’s, Inc. National Sponsors: Wal-Mart, State Farm Single City Sponsors: Aflac Inc., Comerica Bank Leadership dinner sponsors: Chevrolet, UnitedHealthcare Official Airline Carrier: American Airlines Thanks to partner’s organizations: Houston Hispanic Chamber of Commerce (HHCC), Women Impacting Public Policy (WIPP), Women Presidents’ Organization (WPO), National Association of Women Business Owners of Houston (NAWBO), The National Society of Hispanic MBAs (NSHMBA), Teleflora, ACCION Texas, the Hispanic Women’s Network of Houston Texas (HWNT), Dress for Success of Houston, the Greater Southwest Houston Chamber of Commerce, and the League of United Latin American Citizens (LULAC). Supporting Government Agencies: U.S. Small Business Administration (SBA), SCORE and the Internal Revenue Service (IRS). Media Partners include: Telemundo Houston TV, La Voz de Houston Publications, Houston Chronicle Publications and PR Newswire. By Alma Luisa Andrade
Past "Latina Style Business Series"

Vol. 16, No.6
November 2010

Vol. 16, No.5
September 2010

Vol. 16, No.4
July 2010

Vol. 16, No.3
May 2010

Vol. 16, No.1
January 2010

Vol. 15, No.5
September 2009

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