In 2012, I realized that a large majority of search results involving the keyword Latinas were porn related. This meant that there was not enough content created by us. At that time, I felt powerless to do anything beyond lamenting. Today, I realize the opportunity this ongoing challenge represents.

I, like many Latinas, continue to feel frustrated by the lack of content, products and services that speak directly to our needs, likes and interests and, that at the same time, contribute to the Latina economy. Available data confirms this reality - despite the growing influence of Latinas in the economy, media, and politics, representation remains disproportionately low in virtually all markets, but especially in digital media and e-commerce. Meanwhile, existing businesses and initiatives that target Latinas, tend to focus on limited profiles, like Latina moms. Not only is this approach one dimensional, but it means that a large percentage of the Latina market is untapped.

The Landscape and Opportunity:

According to countless mental health studies, US Latinas have the highest rates of depression when compared to other demographics. Additionally, Latinas of all demographics are feeling increasingly more disconnected from their cultures and communities, while continuing to express interest in traditions and topics that they associate with their older matriarchs. Younger Latinas are thirsty to connect with each other, but are finding it difficult to do so, even in urban centers like New York. The reasons for this are varied, but among them is the numerous impacts COVID19 has had, combined with being part of an immigrant population that causes breaks in family and community ties.

Millennial Latinas are also following the same trends of their broader generation: They are interested in supporting local businesses, are concerned about the environment and, most importantly, have a high interest in spirituality and wellbeing. This should not be surprising, given this group has some of the highest anxiety rates in the country.

Despite Latin folk being avid Internet users, with over 90% of those younger than 50 being online, the number of media and e-commerce businesses that are tailored for them is incredibly limited, and even more so for Latinas. This void should be surprising, given that Latina entrepreneurs receive less than 1% of venture capital funding, and cultural contributions are often overlooked. Consequently, available content is limited in scope, and Latinas invest considerable time finding products that truly reflect their aesthetic tastes or preferences. Notably, a significant opportunity lies in the Wellbeing Market, which scarcely delivers content, products, or services that resonate with Latina's interests and cultural preferences. According to research, the Latino consumer base has over $100 billion in unmet needs, and Latinas tend to be the primary decision makers in their households for purchases.

Given the percentage of Latinas facing mental health challenges, the lack of tailored content and services, their high internet usage, and their purchasing power, there is a significant opportunity to create a viable business that also has a positive and transformative impact on their lives and the broader Pan-Latina community. When you add potential users from places like Latina America or Spain, this picture expands even further, revealing an untapped global market with immense potential for growth and social impact.

Latina Magick delivers medicine made by Latinas, for Latinas, filling a much-needed gap in the current digital and e-commerce landscape. Using a multi-prong approach, it capitalizes on the untapped Latina market, but doing it in a way that reflects Latina ways of being and preferences. This includes offering:

1. Tailored Wellbeing Services

We are compiling a team of grandmothers, or abuelas, that have specific expertise in Latin spiritual practices. By using Abuelas as service providers, this has three effects: a) Latinas can secure services of interest that speak to their preferences. Usually, these are hard to find because it is done through word of mouth. b) They can have an authentic cultural connection they are craving. 3) Older Latinas are provided with opportunities to financially capitalize on their expertise, versus being forced to rely on remedial jobs. Additionally, other tools will be developed later on, such as online workshops.

2. Digital Content focused on Missing Stories, Information, and Narratives

Content will be used BOTH as a community building tool, and a marketing approach for services. This will include:

* Interviews with diverse Latin grandmothers, documenting the "kitchen magick" and spiritual traditions they grew up on.

* Untold stories of every day Latinas, from ALL socio-economic backgrounds, who are achieving great things but whose accomplishments are usually overlooked in all areas of their life, with focus on their life story and wisdom about resilience and "hechar pa lante" (advancing).

* Articles that curate resources and tool tha directly speak to their urgent and/or practical needs.

* Multimedia content for Instagram that both amplifies this content or is original for the platform.

3. Latina-Owned Business Market Place.

The first phase will be to simply review and curate a list of Latina-Owned businesses that are bring and mortar, such as bakers, bookstores and restaurants, found both in US and Canada. The second phase, will be reviewing/including digital businesses. The third phase, will be to directly sell original products, made by LatinaMagick, as well as products from other Latina-owned businesses.

4. Federated Community Events:

A federated community network approach will be used, using open space principles, where Latinas can organize in-person meetups for their specific city. In this capacity, LatinaMagick will provide networking support to volunteer organizers. Additionally, LatinaMagick will host its events, such as in-person spiritual retreats, and virtual educational workshops (both paid and free).

I have a proven successful track record achieving similar deliverables for my employers (For example, I've become an SEO expert through intensive self-study and achieve exceptional SEO results). I grew up working in Washington Heights in my family's meat market and liquor store, which is a point-of-reference Latin community in the US. I have decades of experience in Latin spiritual practices both because of my family, religion, and self-study. AND, I have over 10 years of experience doing strong operations and partnership development.

HOWEVER, and most importantly, my passion to create a business that can elevate Latinas, improve their conditions, and provide older Latinas with a viable economic pathways to capitalize on their expertise that is currently in high demand, cannot be described in words. This feels like the culmination of a lifetime of learning, which I can now apply to the deep vision I started as a young professional when I googled "Latina."

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In 2012, I realized that a large majority of search results that involved the keyword Latinas were pornography related. I quickly realized that the biggest issue was that there was not enough content created for us, and by us. At that time, as a young person just starting off, I felt powerless to do anything about it beyond lamenting. I was working long hours, paying off the massive college debt my partner and I had, and supporting our families as well.

Today, older and smarter I realize that this ongoing challenge presents a significant opportunity - one that I'm building towards not just for my vision and financial goals, but also to build a pathway to help all Latinas in diverse ways.

growing influence on the economy, media, politics, our representation in all markets and fields continue to be incredibly low - particularly in digital media and e-commerce. Meanwhile, existing digital initiatives that target Latinas, tend to focus on limited profiles, like Latina moms. Not only is this approach one dimensional, but it means that a large percentage of the Latina market is untapped. The lack of content, products and services that cater to us, only furthers our frustration with the challenges we face, and increases our appetite for something that is ours.

The Demographic:

To explain my project, its important for me to help you understand this demographic, because its incredibly misunderstood. Most companies, when they do target Latinas, usually fail dramatically, or continue to only reach the few "one dimensional profiles" I referenced above.

US Latinas have the highest rates of depression in the country when compared to other demographics. They are feeling increasingly disconnected from their cultures and communities, while continuing to grow express interest in traditions and topics that they associate with their older matriarchs. Meanwhile, younger Latinas are desperate to connect with each other, but are finding it difficult to do so EVEN in urban centers. (for example, I live in the Bronx). The reasons for this are varied, but among them is the impact of COVID19, and the breaks in community caused by immigration.

Millennial Latinas are also following the same trends of their broader generation: They want to support local businesses, are concerned about the environment and, most importantly, are interested in spirituality and wellbeing - a demand will continue as the sociopolitical climate continues to get worse. This is interest is also not shocking - Millennials have the highest anxiety rates in the country.

To get a complete picture, I also want to share the following: Latin folk are avid Internet users - over 90% younger than 50 are online. However, the number of media and e-commerce business that are tailored to us remains quite low. While educational barriers play a role, so does investment. Latina entrepreneurs receive only 1% to 2% of venture capital funding. When I found this out, the gap began to make sense, as well as why porn results continue to rank high for Latina keywords.

In practical terms, this means: a) Latina-focused content continues to be very limited in scope. b) Latinas, like myself, spend considerable amount of time (and not always successful) at finding products and services that reflect our aesthetics or preferences c) OR finding business that contribute to our economy.

The most significant opportunity lies in the Wellbeing Market, whose offerings rarely resonate with Latina sensibilities and cultural preferences.

Given the percentage of Latinas facing mental health challenges, the lack of tailored content and services, their high internet usage, and their purchasing power, there is an opportunity to not only create a successful business, but one that can actually impact the quality of life of Latinas, and strengthen connection and community between each other.

Imagine my surprise when my instincts were validated, helping erase my self-doubt in this area, and helping me spring into action - all the research I've read online says that there is a MINIMUM of 100 billion in unmet needs for US Latino consumers. Given the internet reaches all corners of the world, including Latin America, imagine the impact and reach a Latina-owned digital initiative can have.

THE PROJECT

Latina Magick delivers medicine made by Latinas, for Latinas, filling a much-needed gap. It reflects not just our interests and needs, but reflects Latina ways of being and working. It includes;

1. Tailored Wellbeing Services

We are compiling a team of grandmothers, or abuelas, that have specific expertise in Latin spiritual practices and wellbeing. By using Abuelas as service providers, this has three effects:

a) Folks can secure spiritual services that speak to their cultural preferences. (unlike other types of non-Latin practices, such as Reiki, its actually hard to find providers because its done through word of mouth).

b) They can have the authentic cultural connection they are craving to tradition.

c) By providing older Latinas with an opportunity to capitalize on their expertise, they can feel good about spending their money.

2. Digital Content focused on Missing Stories, Information, and Narratives

Content will be used BOTH as a community building tool, and for SEO marketing purposes. (Ie, making sure Latinas find our site). It will include:

* Interviews with diverse Latin grandmothers, documenting the "kitchen magick" and spiritual traditions they grew up on.

* Articles that curate resources and tool tha directly speak to their urgent and/or practical needs.

* Multimedia content for Instagram that both amplifies this content or is original for the platform.

3. Latina-Owned Business Market Place.

4. Federated Community Events:

I grew up working in Washington Heights in my family's meat market and liquor store, which is a point-of-reference Latin community in the US. I have decades of experience in Latin spiritual practices both because of my family, religion, and self-study. AND I have a proven track record delivering these same things for my employers. My passion to create a business that can elevate Latinas, improve their conditions, and provide older Latinas with a viable economic pathways to capitalize on their expertise that is currently in high demand, cannot be described in words. This feels like the culmination of a lifetime of learning, which I can now apply to the deep vision I started as a young professional when I googled "Latina."

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