By Christina Fernández-Morrow, Hola Nebraska
When four ambitious Latine Millennial and Gen Z visionaries got together in 2023 to brainstorm how to spotlight businesses in their community, they had no idea how much success they would find. A year later, what started as an idea, has evolved into the Si Se Puede Network, challenging the norms that keep Latine businesses in the shadows by combining traditional relationship-building with modern marketing strategies. Their mission: helping Latine business owners step into the digital age while preserving the authentic cultural elements that make their businesses unique.
Founded last September as Si Se Puede Omaha, it began as a project featuring 4 Latine-owned businesses in a local magazine. Combined with the short-form videos the group recorded, edited, and shared on digital platforms, the goal was to expose these businesses to new or expanded opportunities through the power of media. All their expertise, time and effort were offered free of charge. At first business owners were skeptical, recalls Nadeli Cortez, one of the founders. “They didn’t trust us or believe we were doing this out of the kindness of our hearts.” Maria Perez, co-founder, agrees. “We were met with, ‘What’s the catch? Why do you want to showcase my business? We’ve been here X number of years and nobody’s ever stopped by to ask about my business, let alone interview me.’”
Photo by Tar Macias / Hola America
The team didn’t let the skepticism stop them. They recognized a need within their community and decided to offer solutions. “Cultural barriers and a lack of education around digital tools keep us relying on outdated methods while the market evolves around us. Without a strong digital presence, we risk being left behind,” writes Francisco Sandoval, co-founder. He was determined to build rapport to change that narrative. “I started bringing the magazine with me and when I showed it to them, they’d go, oh, yo los conozco, I know them!” The familiarity with the magazine helped build trust among the entrepreneurs, which the team enhanced by emphasizing their Mexican heritage. “We’re Latinos, too and we’re very in touch with our roots,” says Cortez. “A lot of times we have a conversation and after they get to know us a little bit, they see we’re good people not trying to do any harm. It’s about warming up to them and putting ourselves out there, too.”
Their persistence, dedication to relationship building, and hours of networking are paying off. Business owners are beginning to recognize the team and their brand. “Most of the time when I was explaining what we do, I would have to bring the magazine, but now if I don’t bring it, they’re like, I’ve heard of Si Se Puede Network!” says Sandoval excitedly. Cortez adds, “It’s all been in-person networking because we haven’t even launched our campaign.” Getting their name out there is only the start. This group has big goals.
When it comes to marketing, Si Se Puede Network offers culturally relevant and authentic media, and collaboration ideas to help businesses gain exposure and growth prospects. They strive to be “the older brother that you ask questions that you don’t think there’s an answer to, but they always know,” summarizes Sandoval. As a “one-stop shop,” as referenced by Perez, they plan to be the trusted source for business development services created for Latinos, by Latinos. They’re working to empower Latine business owners to have a greater digital presence and tap into the full potential of the market. Eventually, they want Si Se Puede to become a household name through hosting events, providing scholarships, expanding to other markets and even a Latino Golf Association. The team agrees that “[they’re] not just helping Latino businesses grow—[they’re] building a future together, honoring the heritage that brought us here and driving success for generations to come.” Si Se Puede Network has no plans to slow down as they make their mark across Omaha by elevating Latine businesses.
Follow them on social media using @sisepuedeomaha, or visit https://linktr.ee/sisepuedeomaha.
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