By Christina Fernández-Morrow, JEFAS Magazine
For that Latina who dreams of turning her talents into a thriving business but feels the path from experiment to entrepreneur is impossible, HERBIZ is here to help.
Latina entrepreneurs are the fastest growing sector of business owners across Iowa, a potential largely untapped until Kathy Guillen, the executive director of Latina Leadership Initiative (LLI), took matters into her own hands. “A lot of women have ideas and want to start something, and they just don’t know where to begin,” she says. So, Guillen teamed up with the Small Business Development Center to write a program to address the biggest concern she’d identified: Creating an effective business plan. They created a customized program called Helping Entrepreneurs Rise, Building Innovative Zeal (HERBIZ), which earned $20,000 from the city of Des Moines’ Level Up Equity grant.
HERBIZ is a game-changer, revolutionizing the landscape for Latina entrepreneurs in Iowa. “The groundwork of each session is deep diving into their business plan. Some people have it developed and it’s not strong. Some people don’t have one. They’re going to come away with their business plan, become familiar with some local microlenders and create their business pitch,” says Guillen, summarizing the main topics. The pilot program runs eight intensive sessions from March through September, and they’ll collect data throughout the 40 hours of programming to strengthen it and expand it beyond the initial six participants.
Latina-owned businesses power the economy by contributing billions each year, yet they consistently face systemic barriers to growth. In Iowa, where economic diversity is crucial for the survival of its cities and towns, HERBIZ is pioneering a transformative approach to economic empowerment. The program’s integrated method includes:
- Mentorship from established Latino/a business leaders
- One-on-one advising from Small Business Development Center experts
- Workshops with local business innovators
- $1500 stipend upon successful completion
Participants invest $500 towards the program, but that cost is reimbursed at the end. Applicants must be new business owners, with businesses no more than three years old, identify as Latina, reside in Iowa and commit to attending the eight sessions that run from 9 am – 3:30 pm Saturdays. For 2025, they chose six applicants for the inaugural cohort but hope to find the funding to accept more in the future.
Photo by Jennifer Marquez / JEFAS Magazine
Participants will use what they learn in the sessions to create their business plans, involving a bit of homework outside class in order to take full advantage of the program. They also agree to meet at least once with their Small Business Development Center advisor outside class to refine their plan and adjust it to their industry. Other commitments outside the sessions, like meeting with a mentor, are optional, but highly encouraged. Mentors will interact with participants during the program but will not be assigned one-on-one. Participants will have access to all of them and choose if they want to pursue a closer mentorship outside the sessions. “They get several viewpoints versus one,” says Guillen of this new approach. The objective is to allow the relationships to develop organically, based on what each participant needs and what the mentors can offer from their personal experience.
The economic implications of HERBIZ are significant. “The most exciting thing is how much this is going to help Latinas and Iowa,” says Guillen. Research has consistently shown that when Latina entrepreneurs succeed, entire communities benefit. Latina-owned businesses often have a strong connection to their communities. They invest in local suppliers, donate to local charities, and participate in community events, further boosting the local economy and serving as role models for future generations of entrepreneurs. Not only that, but Latina businesses are also increasing at a faster rate than any other racial or ethnic group in the US. Latina entrepreneurs make a substantial contribution to the Iowa economy, with over $100M in the Des Moines metro area alone. When looking across the state, it’s safe to assume this number may double. Latinos are one of the youngest populations in Iowa, with ever-growing purchasing power. This makes them a driving force in the economy, and Latina entrepreneurs are catering to their unique needs. The economic activity generated by these businesses doesn’t stop with their consumer impact. They’re projected to spend millions on suppliers, employees, and other businesses, creating a ripple effect throughout Iowa’s economy. This multiplier effect will manifest in increased tax revenue, job creation, and overall economic vitality. By all accounts, the program is launching at the right time, when Latina entrepreneurs are showing themselves as powerful forces in economic growth across Iowa and the rest of the United States. HERBIZ will be key to unlocking their full potential and advancing their contributions to the state’s prosperity and community wealth throughout its cities and towns.
To be part of this dynamic program in 2026, follow Latina Leadership Initiative on Facebook, Instagram, and LinkedIn for updates and application deadlines.
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