¡Avanzando Juntas! Latina Economic Empowerment Program

The goal of ¡Avanzando Juntas!, our Latina Economic Empowerment Program is to create a seamless ecosystem to support Latina entrepreneurs as they pursue their dreams of starting a small business, or expanding an already existing business. The core of the Avanzando Juntas program is an eight-week course for aspiring Latina entrepreneurs, called Planifica tu Negocia, which means ‘Planning Your Business.’ The course is 40 hours in total and covers key knowledge and skills required to start a business. This includes topics, like how to: perform market research, develop a business concept, build a budget, and how to construct a sound business strategy. As a final project, program participants present a detailed business plan, including a three-year projection for the business they would like to start.

A key component of the program is ensuring participants have access to information and training related to technology and how it can be effectively utilized to grow a small business. The LAA offers several key training opportunities, including, digital marketing and UX design, data collection and platform adoption, AI integration for business growth, and a “Digitize Your Business” training program. The purpose of the strategic training opportunities and programs is to ensure Latina small business owners and entrepreneurs are prepared to integrate new and current technology into their business models.

Technology plays a critical role in the LAA’s Avanzando Juntas program. There are several courses and levels of courses that are designed to support clients at whatever level of computer and digital literacy they have reached.  For novices, we have basic computer and digital literacy courses, where students learn how to use a computer for the first time. We also have advanced computer courses that cover social media (e.g., Facebook, Instagram), business websites (e.g., Chrome, Microsoft Edge, Safari, etc.), and the use of spreadsheet software for business (e.g., Excel, Google Sheets, etc.).  Our Avanzando Juntas staff and instructors are people-focused, and dedicated to providing the holistic, ‘wrap-around’ support that will bring meaningful, lasting change to the lives of our program participants.

Additional programs include:

1.Digital Marketing and UX Design Initiative:

 The ACCIONA business accelerator currently has one business dedicated to digital marketing, specializing in creating websites. CEO Maria Siado Clavel, along with the support of business partner, Jhadai Domingo, both got certified in UX Design by Google, offer training opportunities to other small business owners to help them better harness and utilize technology. The goal is to enhance user interactions and satisfaction across digital platforms and applications.

2. Data Collection and Platform Adoption:

ACCIONA participants have successfully completed three training sessions on data collection using JotForm to date. Over 60% of ACCIONA's businesses have adopted data collection forms or utilized the JotForm platform for improved sales (e-commerce) and marketing strategies.

3.AI Integration for Business Growth:

The LAA is committed to helping small business owners and entrepreneurs identify growing trends in applying AI for business entrepreneurs during a roundtable discussion. The LAA is collaborating with expert Alexander Rodriguez, PhD in AI from Georgia Tech for this project. Through this series, small business owners and entrepreneurs will learn to automate tasks like email communications, text messaging, and content creation through AI technologies.

4. "Digitalize Your Business" Training Program: This training program focuses on automating content creation for social media platforms using AI-powered tools and strategies. The programs aims revolutionize digital marketing efforts and establish a stronger online presence for small businesses

In metro Atlanta, the Latino population stands at almost twelve percent, and statewide there are now over one million Latinos (U.S. Census Bureau, 2018). Atlanta's four-county metro core—Gwinnett, DeKalb, Cobb and Fulton—now comprises over 50 percent of the state’s Latino population. Despite this significant growth and the increasingly important role Latinos play in the economic health and well-being of the region, over one quarter of Latinos in Georgia lives below the poverty level. Georgia has a relatively high percentage of foreign-born residents, including people from Latin American countries. The majority of our clients are women, born in countries across Latin America. Many have less formal education than women born in the U.S. Unfortunately, nearly 30% of Latinas in the state of Georgia live in poverty, higher than any other racial or ethnic group.  Poverty rates have decreased for many groups across Georgia over the last few years, but racial discrepancies still exist

The ¡Avanzando Juntas! Latina Economic Empowerment Program serves primarily immigrant Latina women who are interested in starting or expanding their businesses, or expanding their careers. Avanzando Juntas was launched in 2014, and has trained over 5,000 Latina clients. As a result of their participation in the program, 30% of participants have started their own businesses and 25% have made advances in their careers. This program is able to succeed in creating Latina Entrepreneurs because of its culturally specific, bilingual classes, trainings, and conferences. The ¡Avanzando Juntas! Latina Economic Empowerment Program is unique in our state because of its focus on empowering Latina immigrant women. 

The Latin American Association (LAA) has a demonstrated 50-year history of providing culturally aware and specialized services. The LAA is the region’s oldest fully bilingual agency that provides services and programming for the Latino community. The ¡Avanzando Juntas! Latina Economic Empowerment Program is a strategic, comprehensive program designed to provide Latinas with the skills they need to advance in their careers and ensure economic security. This program recognizes and addresses the challenges faced by Latinas in the workforce. One of the challenges many Latina business owners face is gaining access to and understanding how to integrate immerging technologies into their business model. The LAA is addressing this through carefully cultivated, culturally aware trainings and programs.

The ¡Avanzando Juntas! Latina Economic Empowerment Program aligns perfectly with the Truist Inspire Challenge as the primary goal of the program is to equip and empower Latinas to achieve economic self-sufficiency. Program classes, trainings, conferences, and resources are all available in both Spanish and English and are designed with the specific workforce development needs of Latinas in mind. Additionally, the program is managed by Latinas who have firsthand understanding of the challenges they face. The ¡Avanzando Juntas! Latina Economic Empowerment Program is a unique program that provides economic advancement solutions to a community that is often overlooked and underrepresented.

The LAA recognizes the vital role Latinas play within their families and the community at large. Almost 70% of clients served across all departments and programs at the LAA are Latina. This statistic highlights the importance of providing programming that is specifically designed to meet the needs of Latinas. By providing Latinas with the tools they need to succeed, the LAA knows that families and the community at large will benefit.

The LAA acknowledges the best practices for change set forth in the United Nations Development Group Key Principles for Developing a Theory of Change. The ¡Avanzando Juntas! Latina Economic Empowerment Program’s success lies in the fact that it was developed to reflect the needs of the Latinas in business, it constantly adapts to reflect current needs, and is always looking for opportunities to improve and grow the services offered. The program works closely with participants to ensure it provides the most beneficial and needed services, resources, and classes. Additionally, the program strategically focuses on ensuring the program’s long-term success through evaluations and community engagement. The ¡Avanzando Juntas! Latina Economic Empowerment Program is a one-of-a-kind program with a proven history of effectiveness. Part of its success lies in the fact that it continues to be adaptable to ensure the program meets needs and does not become stagnant.

Additionally, the program employs evidence-based best practices in women’s economic empowerment programming for Latinas. The program’s foundation is based on Social Cognitive Career Theory (SCCT), an empirically validated approach to economic empowerment proven highly effective with low-income and minority women. SCCT views participants as active agents who, by changing their beliefs about what they can accomplish, perceived barriers, and expected outcomes, are capable of achieving economic success. At the same time, SCCT recognizes the contextual factors and social, cultural, and political realities that impact a community’s ability to change outcomes. The program’s components are all rooted in SCCT and yield a holistic model for economic empowerment that supports the success of Latina women.   

Every year the ¡Avanzando Juntas! Latina Economic Empowerment Program serves over 2,000 Latinas through its vast but strategic programs. In 2022, the program served 6000 Latinas through the Latina Empowerment Conference alone. Over 400 Latinas attended entrepreneurial workshops and over 600 participated in the preliminary Planifica tu Negocio course. Latina small business owners also have the opportunity to participate in ESL, computer, and workforce development events.

In spite of the continued effects of COVID-19 pandemic on the business community, the ¡Avanzando Juntas! Latina Economic Empowerment Program has grown at a steady and sustainable pace. This year, the LAA plans to expand the program to Northwest Georgia by offering classes and workshops to people in and near Whitfield County. The LAA already has a satellite office in Dalton, GA and continues to build relationships with the business community there. Through these already laid inroads, the LAA will easily be able to expand this program and increase the number of Latinas served. Over the next 5 years, the LAA hopes to increase the number of Latinas served by a third.

The ¡Avanzando Juntas! Latina Economic Empowerment Program primarily serves immigrant or first-generation Latinas. Additionally, many program participants have a limited understanding of English. This program is specifically designed and adapted to meet the needs of Latinas who want to advance in their careers and begin or expand their business. As the primary stakeholders in the program, Latinas are the driving force behind program content and expansion. 

The LAA has demonstrated over its 50-year history that it is dedicated to serving the Latino community through powerful, culturally aware programming and direct services. Additionally, the LAA and all its departments are led by Latino individuals who are immigrants or first-generation themselves. This leadership gives the LAA unique understanding of community needs. The vast majority of the LAA leadership or staff have a first-hand understanding the particular challenges faced by Latina small business owners and endeavor to ensure the programming provides answers and solutions to those challenges.

The goal of the ¡Avanzando Juntas! Latina Economic Empowerment Program is to empower Latinas to achieve economic self-sufficiency.

Objectives for this goal include:

• Objective 1:   Equip Latinas with the skills and knowledge they need to successfully pursue economic opportunities
• Objective 2:  Provide the tools Latinas need to start and grow their own businesses
• Objective 3: Expansion of programs to Northwest Georgia 

The effectiveness of the ¡Avanzando Juntas! Latina Economic Empowerment Program lies in its commitment to its goal that is highlighted through strategic planning and stellar leadership. Program leadership is dedicated to ensure programming meets the ever-evolving needs of participants.  Over the next five years, this program will increase the number of participants served through both geographic expanse and community outreach initiatives. 

Objectives for this program will be met through the continued investment of time, expertise, and funding for the program. Additionally, the LAA works closely with community partners on developing programs and creating inroads for the necessary business community connections. These connections with business community partners and community educators is very important for the success to program participants and for ensuring the objectives are met.

The investment of the Truist Foundation Inspire Awards will allow the ¡Avanzando Juntas! Latina Economic Empowerment Program to continue to provide critical yet otherwise unavailable services that economically empower low-income Latina immigrants. Since the program’s launch in 2014, the program has become one of the LAA’s most in-demand and needed programs. The LAA has worked continuously to leverage this investment to expand the program’s base of support. The support of the Truist Foundation Inspire Awards will this program to have further impact in the lives of Latina women.

The support of the Truist Foundation Inspire Award would allow the LAA to not only grow the program but also as gain invaluable insight and training opportunities to ensure the program’s effectiveness and sustainability. This partnership would also offer a unique opportunity to learn more about technology advancement, change theory, new business models, and refine our evaluation and monitoring process. The LAA recognizes that this opportunity will strengthen the ¡Avanzando Juntas! Latina Economic Empowerment Program and ensure it is able to provide the best programming possible to Latinas.

Opportunities that could help the ¡Avanzando Juntas! Latina Economic Empowerment Program better achieve its goals include partnerships with tech professionals and companies. Part of this program’s success is because it offers both in-person and online programming. For online opportunities to be successful, both LAA staff and program participants need access to quality software, hardware, and computer literacy classes. In addition to technology needs, the rapid growth of the program over the last two years has led to a need for a better evaluation and monitoring system.