Anette Landeros, Former President & CEO, Fort Worth Hispanic Chamber of Commerce

In an interview with Invest:, Anette Landeros, president and CEO of the Fort Worth Hispanic Chamber of Commerce, discussed recent achievements, partnerships, and ongoing efforts to support Latino-owned businesses, touching on challenges faced by the community, such as access to capital and workforce development, while showcasing the chamber’s innovative programs and future priorities.

What have been the significant milestones and achievements of the chamber over the last 12 to 18 months?

One of the things we’re most proud of at the Fort Worth Hispanic Chamber of Commerce is our relationships with national organizations and our efforts in economic development. We’re currently working with the National League of Cities, which helped us bring the Kauffman Foundation’s Fast Track curriculum for entrepreneurs to our community. We deliver this program in both English and Spanish each year. This relationship has also led to some in-depth research about the challenges Latino businesses face and how to best support minority and women-owned business enterprises (MWBE) in public contracting.

Another key partnership is with Main Street America. Our chamber is leading the revitalization of the historic Northside District, a predominantly Latino neighborhood in Fort Worth. We’re working to restore an underutilized Main Street corridor that still has boarded-up buildings but plenty of potential. We’re involving the community to gather input on what kind of business district they’d like to see while working with business owners to transform this area into a thriving commercial space. 

From our work with Main Street America, we discovered concerns about neighborhood conservation and the risk of displacement. In response, we brought in a national panel of experts from the Urban Land Institute to study the neighborhood and provide recommendations on policy tools and initiatives to help conserve the community. We’re excited because our focus now goes beyond just business development and education. We’re working toward creating a holistic, thriving community where both businesses and residents can prosper.

What are the specific challenges Latino businesses face, and what trends are you seeing in the Hispanic business community in Fort Worth?

This year, in partnership with the National League of Cities, we conducted a survey and several small group interviews to better understand the challenges. What we’re realizing is that while Latino entrepreneurs face the same obstacles as all small businesses, their hurdles are often heightened due to cultural norms, language barriers, and a lack of familiarity with doing business in the United States, depending on how long they’ve been here.

Banking relationships and attitudes towards debt and credit are often deeply influenced by culture. We’re working to address this through financial literacy programs. Recently, we met with several of our bank partners to retool our financial literacy initiative. They pointed out that many in the Latino community still prefer cash-based transactions, which can create challenges when seeking commercial loans or trying to scale a business.

This reliance on cash can hinder access to capital, which is a universal challenge for small businesses but even more so for certain Latino immigrant communities. For instance, many are proud of their ability to pay for everything in cash, but this can be problematic when they need to finance equipment or apply for a commercial loan. We’re working hard to educate business owners on the importance of building credit and maintaining stable bank balances.

Another area where we’re focusing is helping business owners refine their value propositions. Many have successful businesses but may not have clearly articulated what makes their product or service stand out in the market. We’re helping them think critically about how to differentiate themselves from competitors, whether it’s through unique offerings, like a local entrepreneur who introduced pink tortillas, or by emphasizing superior service. This is essential for scaling their businesses.

We’re also focusing on businesses in different stages of development. We have programs for businesses in their first two years, as well as resources for those ready to scale. Our next goal is to help businesses that are already profitable reach the next level of growth.

Many people in our community still operate in cash-based systems, and while there’s value in that discipline, we have to find a balance. Understanding how things work here, particularly when it comes to banking and credit, is crucial. We tell business owners all the time to get a credit card but make sure to pay it off every month. It’s about finding that balance between maintaining the financial habits you’re comfortable with while also adapting to the systems that will allow your business to grow.

What programs does the chamber have to support younger entrepreneurs?

We do have a business pitch competition, and we also have our Launch Fort Worth program, which uses the Kauffman Foundation’s Fast Track curriculum. This program attracts a diverse group of participants, from younger entrepreneurs to those starting new ventures later in life. While we don’t have a program specifically designed for younger entrepreneurs, we see them shine in the pitch competition, where they can win capital to invest in their businesses.

What’s great about the pitch competition is that participants must attend a series of seminars to prepare, including sessions on what lenders are looking for. This helps them develop a business plan and think critically about scaling, marketing, and differentiating their business. It’s been inspiring to see the innovative ideas that come out of these competitions. It creates a sense of community among entrepreneurs, where they can support and inspire each other.

The chamber is a great place to be if you want to be around dreamers, doers, and risk-takers. It’s a fantastic environment for nurturing entrepreneurial spirit.

How have workforce development partnerships evolved, and are there any new strategies to address workforce challenges?

We’ve definitely grown in that area. Workforce development remains a key challenge for us, as it does for many communities. This year, we hosted a Women in Leadership breakfast featuring four female university presidents from local institutions, which was a great opportunity to connect our business community with academia. These presidents have brought fresh perspectives and are keen on engaging with local businesses to address workforce needs.

The event was also a wonderful way to break down barriers between business leaders and academic institutions. It made these university presidents more accessible and relatable, which is crucial for fostering collaboration between businesses and educational partners.

What are the chamber’s top priorities for the next couple of years?

We’re evaluating our programs and setting new goals. One major initiative we’re working on is called “100 Bankable Businesses,” where we aim to help 100 small businesses become eligible for traditional bank loans. We’ll provide resources, mentorship, and a checklist to guide businesses through the steps needed to become bankable, such as separating personal and business finances, ensuring proper bookkeeping, and developing a solid credit history. We’re excited about this challenge because it allows us to make a measurable impact in our community.