Category: Source spotlights

Laura Santoyo likes to call her colorful cosmetics shop, Date Nite Beaute, “the glam headquarters of Berwyn.”

She built the business from the ground up four years ago and is eyeing even more growth in the coming years.

Her warm, inviting storefront represents her dreams becoming reality after she came to a crossroads while working as an independent makeup artist during the COVID-19 pandemic.

Laura credits the Berwyn Development Corporation (BDC), a Cook County Small Business Source Business Support Organization, for helping her business grow so rapidly.

She participated in the inaugural Berwyn Shops, a unique retail incubator the BDC has hosted since 2022, and the BDC has connected her to grant opportunities and other organizations that can support her.

“You’re not the smartest person in the room—and if you are, you’re in the wrong room,” Laura said. “So, to get connected with a business advisor, it’s so important, to be able to grow—and grow your network. Your network is your net worth.”

Laura had been an independent makeup artist for about a decade when COVID-19 struck. Like so many others, she was left to wonder about the future of her career. But instead of sitting idly by while the world changed around her, she researched her industry further—and she boldly decided to open Date Nite Beaute in June 2020.

Laura worked from home initially, also participating in pop-up events while working with manufacturers to develop her own line of makeup products.

Two years ago, Date Nite Beaute was selected to participate in Berwyn Shops, a unique collection of storefronts located on Roosevelt Road in the heart of Berwyn, dedicated to supporting emerging entrepreneurs. Laura, who moved to Berwyn in 2019, had heard about Berwyn Shops through a friend and successfully applied to participate in the first cohort.

At Berwyn Shops, business owners sell their products in small, cottage-style storefronts three days a week from May to December, with the opportunity to not only boost sales, but to improve their operations and management skills. That experience “opened so many doors,” Laura said.
Literally.

In 2023, thanks to receiving grants she learned about through the BDC, Laura opened her storefront—and gave it the makeover it deserved to become Berwyn’s “glam headquarters.”

She utilized a $10,000 grant she received after “graduating” from Berwyn Shops to help offset rent, and she secured a Finish Line Grant from the BDC to help renovate the space. In 2024, Laura also received a $10,000 “Backing Small Businesses” grant, which is offered by Main Street America and American Express. The BDC also introduced her to that grant opportunity.

Besides offering a wide variety of makeup products and “glam accessories,” Laura also hosts makeup classes, one-on-one makeup consultations, and custom lipstick-color classes. She also received advice from the late Reggie Wells, a makeup artist for Oprah Winfrey.

With her business growing further, Laura continues to turn to the BDC—and other organizations—to help her with marketing, utilizing social media to grow her customer base, and other needs.

“There is a lot of growing that you need to do behind the scenes,” Laura said. “I’ve been in workshops through the BDC—and the Women’s Business Development Center [another Source Business Support Organization], which was introduced [to me] by the BDC—to be able to connect with all those advising classes, to be able to grow.”

Marcos Martinez, a BDC project manager, credited Laura for being a go-getter and “not just sitting back and waiting” for her business to succeed. When other businesses approach him, his answer is clear: “We’re here to help.”

Date Nite Beaute is proof of that.

“I take a lot of pride in seeing businesses grow,” Marcos said. “Seeing a business go from an incubator project to having their own storefront—when I’m walking around town with friends, I point it out: I worked with that business. All the credit goes to the business, being the driving force, but it’s a point of pride to be a part of that process and being able to help out.”

Marcos stresses that he can help entrepreneurs find the answers they need, whether it’s connecting them with the BDC’s vast network of partners or helping businesses navigate the many grant opportunities available.

“We always like to say that even if we don’t have the answers, we are pretty hungry to find somebody that can help them get to where they’re trying to be,” Marcos said.

Date Nite Beaute isn’t just a place to buy or try on makeup, Laura said—it’s a comfortable place where customers know they can stop in just to chat. She takes pride in supporting her community, including other businesses—because her customer could also be a nearby shop’s customer.

Berwyn is a close-knit community—not just among residents, but among those in the small-business sector. Laura and BDC staff love seeing each other out and about at local events—and inside Date Nite Beaute.

Sitting alongside Marcos in her shop, Laura heaped praise on the BDC.

“You’ve become family,” Laura said. “You’ve become friends.”

Interested in no-cost advising from the Berwyn Development Corporation or any other of The Source’s Business Support Organizations? Sign up today!

Mohammad Salehi opened his business, Heray Spice, approximately seven years ago. Since then, he has navigated a pandemic, made changes to his targeted customer base, and supported his employees in the U.S. and his home country—all while raising two young sons with his wife.

Thanks to support from Allies for Community Business and the Cook County Small Business Source, today Heray Spice, located in the Lake View neighborhood on the North Side of Chicago, is thriving—and looking to grow.

Heray Spice offers a long list of spices, including saffron, that can be used in a variety of dishes.

While Mohammad takes pride in being the well-educated leader of his business, he realizes the importance of receiving advice.

“They say to raise a child, you need a nation or a village,” Mohammad said. “I think to raise a business, you also need a nation. You need customers; you need advisors like … the Cook County Source, Allies for Community Business.”

Mohammad, who is 32, grew up on a farm in Afghanistan, and he served as a linguist for the U.S. Army and U.S. Marine Corps in his home country.

He moved to Chicago in 2014—and earned two degrees in computer and cyber forensics from the Illinois Institute of Technology—but, never forgetting his roots, he opened Heray Spice in 2017, looking to ensure farmers receive fair compensation for their work.

Heray Spice grows its products on farms in Herat, Afghanistan, where over 70 employees work as part of a Heray cooperative. In Chicago, the business employs over 30 people.

Cumin, cilantro, cinnamon and mint are among Heray Spice’s products, as is saffron, which is ideal for cooking in rice, risotto and chicken.

He focuses on selling products online, but shoppers can also visit in-person, though appointments are required.

Heray Spice originally sold to restaurants in Chicago, as well as food distributors, but when COVID-19 struck—and businesses closed—Mohammad began selling to “home chefs”—essentially, anyone cooking at home.

In 2022, he sought out advice from Allies for Community Business, one of 11 Business Support Organizations within The Source that offer no-cost advising.

He realized he needed help with marketing his products, via social media, a digital newsletter and the Heray Spice website.

That support he received from Allies paid off.

After losing 95% of his business when COVID-19 hit, by mid-2023, Heray Spice’s revenue had nearly doubled.

“I had to learn that I have to be connected with my target audience,” Mohammad said. “If someone is buying a spice … an ingredient, maybe six or seven months from now, they need another jar. So, I have to always be in their mind. … Sending [customers] gift cards, or sending them a discount code, they will return, and they will refer you to their friends and families.”

When first working with Allies, he said, he wanted to be “like a sponge.”

“I came here like a student, willing to learn, and willing to apply for loans, for grants that I needed, for the team that I needed to build,” said Mohammad, who received a 2023 Source Grant. “And it was fantastic.”

Such humility has put Mohammad in a unique position to grow his business.

He hopes to employ over 500 farmers in the coming years, continuing to focus on providing fair wages, and he plans to open an 11,000 square-foot facility in Afghanistan.

He also wants to hire local career seekers, and his business donates 5% of sales to a nonprofit that helps women with schooling in Afghanistan.

Mohammad continues to learn about running a business every day— “You have to read books,” he said—and Allies for Community Business continues to provide a support system as he explores how to use his products in, perhaps, a chocolate treat, or a latte.

Rowan Richards, director of business coaching at Allies, provides advice that helps Mohammad as he looks to delegate some of his responsibilities—and spend precious time with his family.

“One thing we share with business owners as they are getting started and trying to think about building their team, especially early, is to spend the time early on to really focus on describing each element of your business, and the importance of it, to the overall success of your company,” Richards said. “Because people want to be part of something that’s successful, but they also want to feel that they’re empowered to do their job really well.”

Do you think no-cost business advising could you help you like it did for Mohammad? Sign up and get started today!

Rebecca (Becky) Wilson is a beauty vet. She’s been in the cosmetology industry for over 16 years as a stylist, instructor, and, most recently, a hair loss specialist. However, her journey to find her niche and build her business, Riveting Wellness Cosmetic Solutions, was not easy.

Becky has always loved to work with clients, starting out as a nail tech, then becoming a stylist and, ultimately, a cosmetology instructor. Despite her love for her job, she felt she “needed more.” While Becky reckoned with the career decisions ahead of her, the COVID-19 pandemic broke out.

Rebecca returned to her hometown of Chicago and began to take in all new clientele because of the pandemic. Working with a new customer base, she found a recurring theme: that for many of her clients, the stress of the pandemic had exacerbated hair loss issues. 

Working with these clients was difficult, but Becky was up for the challenge. She wanted to help them regain their hair and confidence, but didn’t know where to begin. In Becky’s words: “I got frustrated with not having solutions for [my clients]. … So, I decided to take a few extra courses and become a certified hair loss specialist, pivoting my entire business after COVID.”

“I like to think that I am more invested in my clients’ complete well-being and health; I try to approach things from a holistic perspective,” Becky said. She went on: “I work with clients to address their particular needs, experimenting with ways to supplement their natural hair rather than pushing them towards full craneo-prosthetics (complete prosthetic hair replacements) and helping them address nutritional needs for hair growth. I want to help them heal from the inside out.”

Becky’s new niche has also led to changes in her business model and priorities. As a result, she connected with a Source BSO, the Chicago Urban League (CUL), to help her build her business and continue to pursue her newfound passion.

Most recently, Becky opened a private suite as “a stepping stone.” This was a priority for her business because it provides “the privacy I need to work with clients who are suffering with hair loss, while allowing me to save and build up toward a fully functioning facility where I can offer space for other hair stylists to work and train.” Now, with the continuous support of the Chicago Urban League and her advisor Diane McDonald, she is focusing on building her marketing and tech skills.

The Urban League’s online courses–such as nextONE, a 9-month business accelerator designed to help Black-owned businesses in Chicago scale and grow–have helped Becky “take the next steps” with her business. 

“It made me feel like I can really do this,” she said.

Think business advising might help you? This is what Becky had to say about it:

Interested in starting your journey to small business success? Connect with one of our expert advisors at no cost today! Learn more and sign up here!

This July, we connected with local Chicago entrepreneur Tracey McGhee, founder of Ms. Jetsetter, a travel accessories company for busy women on the go. Read ahead to learn about Tracey’s journey opening her business and receiving support from the Chicago Minority Supplier Development Council (CMSDC) to ensure its success!

What led you to start your business?

Travel has been a passion of mine for years. However, I experienced many of the challenges women face while trying to stay organized on the go.

I know how frustrating it is to spend hours unraveling tangled necklaces after a long trip. I also know how unorganized makeup and toiletries can make you feel when on the go. Unfortunately, the options for stylish, functional travel accessories were limited. That's what led to Ms. Jetsetter – a line of stylish and functional travel accessories for Jetsetters on the go.

What has been your experience working with a Cook County Small Business Source Business Support Organization? (View Tracey’s response in the video below!)

How has your business changed since working with the CMSDC?

My business has changed in a number ways since working with the CMSDC. For example, I applied for and received my first certification with their assistance. Since working with the agency, I’ve acquired new accounts that are helping to stabilize my business, and I’ve gained exposure to other business owners and made some lasting connections. I was also awarded the CMSDC Supplier of the Year Award, Class I in 2022!

What is the most important thing you have learned from participating in business advising?

I’ve learned so much from my business advisor, Anita Hagan. One of the most important things I learned from working with her is how to have a successful tradeshow. She gave me some of the best advice from the small things, like making sure my booth was immaculate and inviting, to how to be more assertive when attending shows. Her tips have gone a long way!

Would you recommend business advising to small business owners who have never worked with an advisor?

I would definitely recommend taking advantage of business advising services. Running a small business is demanding and there are so many balls to juggle. Sometimes you might miss one or two of those balls, but having an advisor that understands you and your business can help you catch those balls before they drop. I can’t imagine running my business without my advisors.

Thank you Tracey for allowing The Source to work with your small business!

Interested in starting your journey to small business success? Connect with one of our expert advisors at no cost, today! Learn more and sign up here!

Meet Louise Williams, owner of Beautiful Beginnings Daycare, an at-home daycare that’s been operating in the Chicagoland area for 10 years. A skilled caretaker who often goes above and beyond for her clients and their children, Louise offers 24-hour daycare, food for children facing food insecurity, transportation for parents who can’t afford it, and more. Inspired by years of work in the medical field, Louise’s dream is to not only support children but parents as well, fostering access to educational tools and resources that will allow them to build a better life for themselves and their families. Thanks to the support she has received from her Business Advisor through The Source, Louise’s dream has become a reality in the most spectacular ways. 

Louise wanted to provide the essential service of daycare to her community, but like many small business owners, she faced the many complexities that come with starting and managing a small business. Now, after two years of meeting and working with her advisor, Tulio Juarez of the Greater Southwest Development Corporation, she has been able to build a sound foundation for her business that will help her sustain–and soon expand–her business. According to Louise, “I have taken online classes to increase my business education and participated in free courses to gain important certifications for my business.” By effectively managing her daycare on the business front, she has been able to expand her capacity to include 10 additional children through her daycare services.

Louise’s rapidly growing business has inspired her to plan for further growth, with her and Tulio now discussing expanding her business to a standalone brick-and-mortar facility, where she can support a greater client base. Though it will not be an easy undertaking, Louise knows that Tulio has her back throughout this big change, as she shares: “[Tulio] and I have had a great relationship in terms of loyalty and respect. He keeps it upfront when it comes to strengthening my business. I trust him to help me and my business.”

The Source is proud to support small businesses such as Beautiful Beginnings Daycare, and cannot wait to see where Louise goes next in her small business journey.

Curious about what goes on during a business advising session? Check out the video below for a behind-the-scenes of an advising session between Tulio and Louise!

Ready to take the steps towards success for your small business? Take advantage of free business advising through the Source and develop a one-on-one relationship with an advisor from our network of trusted Business Support Organizations today, learn more here.

Eight years ago, Angel Emmanuel Diaz Alcantara launched his business, Frida Room, a restaurant showcasing the vibrant colors and traditional flavors of his hometown of Mexico City. In his words, the Chicago restaurant “uniquely showcases the flavors he grew up with,” with dishes inspired by recipes passed down to him from his grandmother. With Frida Room, Angel carefully curated each detail, even designing the restaurant’s interior himself, capturing the lively decor and culture of Mexico City. 

Frida Room is not Angel’s first entrepreneurial venture, however. “I have over 20 years of experience as a business owner, but never as a restaurateur,” he said. Despite his extensive experience, Angel shared with the Source that “running a business is not easy.” To overcome the challenges that come along with owning and operating a small business, Angel participated in business advising with the Illinois Hispanic Chamber of Commerce (IHCC), a Business Support Organization (BSO) partner with The Source. With IHCC, Angel found not only the technical support he needed but also a friend within his advisor, Uriel Mendez. Angel shares “I can call him whenever I need him, we have had a great relationship. He always lends me a hand and has been closely involved in the build-out of our new [Lincoln Park] location.”

Angel credits the success of his recently opened location in Lincoln Park to the work he has done with Uriel as his business advisor and IHCC. His online marketing, he claims, has been imperative to the initial stage of client acquisition for the new location. Angel has worked extensively with his advising team to develop his website and Google business profile, which he correlates with the heavy foot traffic they have been receiving on the weekends.

When Angel was asked if he would recommend working with an advisor, this is what he had to say:

Ready to take the steps towards success for your small business? Take advantage of free business advising through The Source and develop a one-on-one relationship with an advisor from our network of trusted Business Support Organizations today; learn more here.

*All quotes are directly translated from Spanish.

Meet Ari Krzyzek, CEO and Head of Strategy at Chykalophia (see-ka-lo-fia), a woman minority-owned web agency helping femtech direct-to-consumer (DTC) & women-led brands transform their website to unlock business opportunities. This month, we connected with Ari, a recent 2023 Source Grant Awardee, to chat about her business journey and the importance of marketing for small businesses. Read ahead to learn more about Ari and her advice for small business owners looking to level up their marketing strategies!

How did you become involved in femtech and marketing, and why are you passionate about it?

Ari: My journey into femtech and marketing began with a realization of the unique challenges and opportunities in women's health and wellness sectors. As the CEO and Head of Strategy at Chykalophia, my involvement deepened through projects that aimed to elevate women-led brands, especially in the B2B tech space and then into the FemTech space. The intersection of technology and female health resonated with me, highlighting the profound impact that thoughtful marketing and tech innovation can have on improving women's lives. My passion stems from my personal needs and challenges in the women's health space, as well as the potential to drive change and empower women through these industries. By leveraging technology and strategic marketing, we can address underserved health issues, break taboos, and foster a community of support and innovation.

If a small business owner came to you seeking marketing advice, with no prior marketing experience, where would you recommend they start? How would you best get them acquainted with marketing and tech strategies?

Ari: For someone new to marketing and tech, I would recommend starting with the fundamentals. Understanding the basics of marketing principles–such as the 4 Ps (Product/Service, Price, Place, Promotion)–and getting familiar with digital platforms and tools can provide a solid foundation. I would also advise them to:

1. Network: Joining communities and groups related to marketing and tech on platforms like LinkedIn or local meetups can offer invaluable insights and connections.
2. Practice: The best way to learn is by doing. They could start with personal projects or volunteer for nonprofits to get hands-on experience.
3. Stay Curious: Marketing and tech are ever-evolving fields. Keeping up with industry news and trends will help them stay relevant.
4. And, above all: 

Ari: For someone more experienced but struggling to see success, I would focus on a more analytical and tailored approach. This would involve:

1. Audit and Analysis: Begin with a comprehensive audit of your current marketing strategies, tools, and campaigns. This step is crucial for identifying both the strengths and weaknesses of your existing approach. Look at what elements are performing well and which ones are falling short of expectations. This analysis should cover everything from content and design to the channels used for distribution.
2. Conduct User Research: Integral to refining your target audience understanding is conducting detailed user research. This goes beyond basic demographics and seeks to uncover deeper insights into your audience's behaviors, preferences, and pain points. Utilizing surveys, user testing, and analytics can reveal why certain aspects of your marketing may not be resonating as expected. This research can inform how to adjust your strategies to better meet your audience's needs.
3. Refine Target Audience: With the insights gained from user research, ensure your marketing efforts are precisely tailored to your audience. This may involve segmenting your audience further or revising your value proposition to better align with their expectations and needs.
4. Innovate and Experiment: The digital marketing landscape is constantly evolving, necessitating a willingness to innovate and experiment. Test new strategies, platforms, and technologies that have the potential to more effectively engage your audience. This could mean exploring emerging social media channels, adopting new content formats, or leveraging cutting-edge tech like AI for personalized marketing.
5. Measure and Optimize: Establish and monitor key performance indicators (KPIs) and metrics to evaluate the effectiveness of your marketing activities. Use this data to make informed decisions, continually optimizing your approach for better results. This cycle of measurement and optimization is critical for turning insights into actionable strategies that drive success.

By focusing on these areas, experienced marketers can diagnose issues in their current strategies, uncover new opportunities for engagement, and ultimately, find the right mix of tactics and channels that lead to measurable success.

Is there anything you know now that you wish you knew when you started your business journey? Marketing or otherwise.

Ari: Looking back, one key insight I wish I had grasped earlier is the importance of building a strong network and community from the start. The value of having a supportive network of peers, mentors, and industry connections cannot be overstated. These relationships provide not just opportunities for growth and collaboration but also essential support and guidance through the challenges of entrepreneurship. On top of that, understanding the power of data-driven decision-making in marketing and business operations would have accelerated my success. Leveraging analytics for strategic planning and optimization is crucial for informed decision-making and achieving sustainable growth. Remember, just like what Peter Drucke said: “What gets measured gets done.”

Have you worked with any of The Source’s Business Support Organization partners? If so, could you share with us your experience?

Ari: Yes! I'm continuously working with the Women’s Business Development Center (WBDC) and the Small Business Development Center (SBDC) to receive business support and consultation around my business needs/challenges. Additionally, I'm also able to contribute to helping other business owners and entrepreneurs through these partners by facilitating a workshop on branding, UX, and web marketing topics, as well as advising them on their business, branding, and/or marketing challenges as a consultant.

Is there anything additional you would like to share?

Ari: Drawing from the combined 25+ years of experience in the web space that my CTO and I share, we've identified a common set of challenges that most small business owners and entrepreneurs face with their website channels. It became clear to us that despite the critical role of digital presence in today's business landscape, many struggle to leverage their websites effectively to drive growth and engagement. This realization led us to author “Made to Sell: Creating Websites that Convert,” a guide aimed at demystifying the strategic underpinnings of successful branding, user experience (UX), and web design for entrepreneurs.

“Made to Sell” is more than just a book; it's a distillation of our extensive experience and the successful strategies we've implemented for a wide range of brands in the digital arena. Designed to be accessible for entrepreneurs at any stage of their journey, the book provides actionable insights, real-world examples, and practical tips that can be applied immediately to achieve measurable results. Our objective is to empower readers with the knowledge and tools necessary to make informed decisions about their digital strategies, ensuring their businesses not only stand out in crowded markets but also deeply connect with their target audiences.

By focusing on the core principles of branding, UX, and web design, “Made to Sell” offers a strategic blueprint for entrepreneurs looking to build a website that effectively communicates their brand's value proposition and engages customers at every touchpoint. It's an indispensable resource for anyone aiming to elevate their business in the digital age and secure sustainable growth online.

For Letitia Clark, owner of the Calumet City medical supply company A New Way To Go, advancing access to medical equipment and supplies represents a life-long passion. Having learned the importance of equitable access to healthcare at her first job with the Cook County Health and Hospital System (CHHS), Letitia remains committed to improving access to healthcare for south suburban Cook County residents forty years later.

Letitia’s journey developing A New Way To Go taught her that running a small business is not without challenges: “There is no step by step guide … you just have to figure it out, you have to research it,” says Letitia. Through the dedicated guidance of her business advisor, Jerrica Hill from the SDA, a partner in providing The Source’s free one-on-one business advising, Letitia has leveraged resources through the SDA to help develop a dynamic business plan to not only “keep the doors open,” but to revitalize her business.

Since beginning business advising, Letitia pursued and won a contract with the Cook County Sheriff Office, providing custom wireless face masks for the County’s correctional facilities. Letitia has also hired a medical sales representative to help market and sell her products, and is planning her next steps to expand into new industries in the near future.
When asked what Letitia would like to share with other small business owners looking to start or scale their small businesses in Cook County, Letitia says, “Don't give up. There are resources out there. I would advise any small business to take advantage of the resources that any city or county may have.”

Thank you Letitia for allowing The Source to work with your small business!

Interested in starting your journey to small business success? Connect with one of our expert advisors at no cost, today! Learn more and sign up here!

Meet Latrice Wright, owner of Pink Panini, a restaurant in Hazel Crest, IL that provides the Southland community with fresh soups, sandwiches, salads, and much more. After 16 years of service at the Chicago Housing Authority, Latrice learned firsthand how hard it could be to fit a healthy lunch into a packed schedule. Because of this, she was inspired to create a place where busy, working people can stop by and get a quick, healthy, and “delicious meal that puts a smile on your face.”

Realizing that Hazel Crest lacked a business like the one she envisioned, Latrice decided to “bet on herself” and establish Pink Panini, but found that starting a business was not without challenges. “The hardest part of being an entrepreneur,” Latrice shared, “is that it often feels like you are alone.” However, with the Southland Development Authority’s (SDA) assistance, a partner within The Source’s BSO network, Latrice learned that she did not have to navigate her entrepreneurial journey alone.

Latrice first started her business advising journey by seeking out application assistance for the 2023 Source Grant. Through the support of her business advisor, Marisela Zambrano, a Relationship Manager with the SDA, Latrice has also adopted new marketing and employee retention strategies. Latrice shares, “The SDA has been assisting me with anything that I need to build my business, to make it grow.” She is now launching a second dining option, Crabs and Cocktails, opening soon next door to Pink Panini, offering seafood, entertainment, and providing the neighborhood “something that they don’t have already.”

Most recently, Latrice became one of the lucky recipients of the 2023 Source Grant and she plans to utilize the grant funds to “catch up on inventory, payroll, and maintenance,” as she recovers from the challenges of the post-pandemic economy.

The Source is excited to showcase small business owners like Latrice in 2024! Want to get involved? Connect with our network of expert business advisors today for no-cost business advising, click here to learn more.