Mission-driven organizations are doing important, meaningful work that creates real impact in their communities. But impact alone doesn’t always translate to clarity. Without clear and thoughtful design, even the most powerful work can be overlooked or misunderstood. Strong design helps organizations communicate their mission in a way that builds understanding, trust, and connection with the people they want to reach. In this article, we explore three reasons why mission-driven organizations still need strong design. From improving clarity to capturing attention and helping audiences emotionally connect with the work being done, design plays a critical role in how organizations share their impact. When visuals and messaging work together, organizations can more effectively engage supporters, communicate their value, and inspire people to listen, participate, and support their mission.

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Angela Laines
angela@silveiradesigns.com
Founder & CEO
Silveira Designs
https://www.silveiradesigns.com/

Forecasting your business’s future starts with disciplined measurement and a repeatable framework: track the right metrics, stress-test scenarios, and align your team around a clear strategy. Financial forecasting isn’t crystal-ball work; it’s disciplined preparation. Below are six practical ways to predict financial success and shape a resilient future for your company.

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Wendy Roberts
CPA, CEO of NorthStar Strategic Partners, Inc.
Email: wendy@northstar-sp.com
Website: https://northstar-sp.com/

Government contracting represents one of the largest economic opportunities available to small businesses, yet many entrepreneurs still find the system difficult to navigate. Ensuring that procurement processes are transparent, competitive, and accessible is essential to unlocking those opportunities for California’s business owners. As Chair of the Procurement Process Committee for the California Department of General Services Small Business Advisory Council (SBAC), Leslie Murdock is working alongside state leaders and the small business community to strengthen California’s procurement ecosystem. In this article, she shares insights on why expanding access to government contracting matters and how thoughtful policy improvements can create more opportunities for entrepreneurs across the state.

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Leslie Murdock
Founder and CEO DeZigning Digital
Email: info@designingdigital.com
Website: designingdigital.com

Stage 2 — Call to Adventure

Entrepreneurship is often described as a strategic or financial decision, but it can also be understood as a profound inner journey. In The Entrepreneur’s Hero’s Journey: Stage 2 — Call to Adventure, Dr. MJ Yang explores the moment when an individual begins to sense the pull toward entrepreneurship. Inspired by the Hero’s Journey framework and viewed through a Jungian psychological lens, this stage represents the awakening of curiosity, possibility, and the desire for a different path.

The “Call to Adventure” may appear as a new idea, a growing dissatisfaction with the status quo, or an opportunity that invites change. At this stage, comfort and dissatisfaction often coexist, creating a tension that signals the potential for meaningful transformation. Rather than rushing to act, this moment invites reflection: What is calling you toward something new, and what might it reveal about your evolving professional identity?

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Meng-Ju(MJ) Yang, Founder and Licensed Psychologist
Inner Journey Psychology, Inc.
Email: mjyangpsyd@gmail.com
Website: drmjyang.com

Thank You to Our Members

Thank you for being a valued member of NAWBO Silicon Valley. Our community continues to grow because of the leaders, entrepreneurs, and business owners who invest their time, energy, and expertise into this network. Your engagement, collaboration, and willingness to support one another make this community meaningful and impactful.

Think Strategically for Your Business

One principle I often share with business leaders is the importance of purpose, proximity, and partnership. Being in the right room with the right people matters. As you continue building your business, I encourage you to think strategically about where your purpose aligns, where your proximity should increase, and where partnership opportunities exist. What rooms should you be in? What communities or organizations can help expand your reach? What partnerships can create mutual value?

For us as a chapter, it is incredibly helpful when we learn more about what you need. Understanding the challenges you face, the resources that would support your growth, and the types of connections you are looking for helps us create stronger programming and opportunities for our members.

Our Growing Community

• 50 NAWBO Silicon Valley Members

• 13 New Members Joined This Past Year

• 70% Membership Retention Rate

These numbers reflect the relationships we are cultivating and the continued commitment to building a supportive ecosystem for women business owners.

Gratitude for Our Partners

We are fortunate to have incredible partners in our ecosystem who support NAWBO Silicon Valley in meaningful ways. Copa Design continues to support our graphic design and visual presence. Bright Bird Creative manages our website and digital platform. Monica Miles of Miles Consulting Group—one of our members & corporate Partner—is a world-class accountant who supports many businesses in our community. These partners are not only collaborators in our work, they are trusted friends within our ecosystem.

Special Appreciation

We would also like to extend special gratitude to KeyPoint Credit Union for opening their doors and hosting our recent event. Thank you to Angela Season, Moises Valencia, and Ken Nakamura for their leadership and partnership. We are deeply grateful for KeyPoint Credit Union’s $1,000 sponsorship and donation to NAWBO Silicon Valley, supporting our mission to advance women entrepreneurship and strengthen our programming for the community.

Upcoming Signature Event

We are excited to bring back our Corporate Partner Luncheon featuring Fiona Ma, California State Treasurer, who will share insights on advancing women in business and expanding economic opportunities for women entrepreneurs. Advancing women-owned businesses and strengthening partnerships across our region.

Thank you for being part of NAWBO Silicon Valley. Together we continue building a network grounded in purpose, proximity, and partnership.

#NAWBOSiliconValley #WomenInBusiness #Leadership #Community #Partnership #WomenSupportingWomen #NAWBO

With gratitude and vision,

Leena Mendoza, MS, ACC
President, NAWBO Silicon Valley
leena@leenamendoza.com
www.leenamendoza.com

#NAWBOSV #NAWBO

Happy New Year, NAWBO Silicon Valley community,

The Year of the Fire Horse

As we step into 2026, we enter the Year of the Fire Horse—a symbol of unstoppable energy, passion, independence, and bold, transformative change. This is a year marked by ambition and momentum, and I am genuinely excited for what lies ahead for each of you and for our collective community at NAWBO Silicon Valley.

The Courage to Power Through

The start of a new year often brings fresh goals and high expectations—and sometimes unnecessary self-criticism when things do not go as planned. I want to offer a gentle reminder: goals are not rigid. They are meant to evolve. Sometimes the path forward requires a pivot, sometimes a pause, and sometimes the courage to power through. Each approach is valid, and what matters most is your continued commitment to growth.

Build Relationships. Start Small.

I commend each of you for building your businesses and, just as importantly, for learning to ask for help along the way. Growth does not happen in isolation. One of the most powerful steps you can take this year is to intentionally build relationships within our community. Start small. Reach out to a few members. Get to know them. Let connection support your progress, especially if your goals need recalibration.

Pro tip: Connection does not have to mean a long lunch or a formal meeting. It can be a text message, a quick phone call, an email, or engaging on social media. Touchpoints come in many forms—use what feels most natural and relevant to you. At the same time, I encourage you to gently step outside your comfort zone. Collaboration accelerates growth and often positions you for opportunities and outcomes far greater than you could imagine on your own.

Membership New Perk

I am especially excited to share that Maryam and her team are launching a WhatsApp group to help cultivate deeper engagement within our membership. This space will allow members to stay connected, share resources, ask for help, and build meaningful relationships in real time. It is a powerful step toward strengthening how we support one another, and I am deeply grateful for this initiative.

Thank You

As a reminder, NAWBO Silicon Valley is powered by a dedicated volunteer board. Thank you to our NAWBO Silicon Valley Board for your leadership, service, and continued commitment to our mission. We are always grateful for members who are willing to contribute their time, talents, and relationships—whether through social media, advocacy, programming, corporate partnerships, or community engagement. Together, we are building something meaningful.

I wish you a year filled with clarity, courage, collaboration, and growth. Thank you for being part of this community. I look forward to what we will create together in 2026.

#NAWBOSiliconValley #WomenInBusiness #Leadership #Community #Partnership #WomenSupportingWomen #NAWBO

With gratitude and vision,

Leena Mendoza, MS, ACC
President, NAWBO Silicon Valley
leena@leenamendoza.com
www.leenamendoza.com

#NAWBOSV #NAWBO

Six ways to keep your customers’ happiness as your core strategy

In today’s competitive landscape, customer satisfaction isn’t just a goal — it’s a strategic imperative. Businesses that consistently delight their customers do so not by accident, but by embedding operational excellence into their core strategy. At NorthStar Strategic Partners, we strongly advocate that chaotic operations can significantly erode a company’s profitability and customer trust. Our 4 Points of Focus^® framework — especially the Operational Excellence pillar — offers a roadmap for aligning internal business processes with customer-centric outcomes.

Here are six actionable ways to keep your customers happy by integrating operational excellence into your business strategy.

1) Standardize Processes to Deliver Consistency

Customers crave reliability. Whether it’s product quality, delivery timelines, or service interactions, consistency builds trust. At NorthStar, we emphasize that when processes are disorganized and lack clear structure, inefficiencies multiply, leading to poor quality control and customer dissatisfaction. By standardizing workflows and documenting key procedures, businesses can ensure that every customer receives the same high-quality experience — every time. Operational excellence means reducing variability and embedding best practices into daily operations. This not only improves internal efficiency but also creates a predictable and satisfying customer journey.

2) Use Metrics to Monitor and Improve Customer Touchpoints

Operational excellence thrives on measurement. NorthStar’s approach encourages leaders to define and analyze the most important metrics to drive sustainable growth. For customer satisfaction, this means tracking KPIs like Net Promoter Score (NPS), customer retention rates, and service resolution times. By aligning these metrics with operational goals, businesses can identify bottlenecks, improve response times, and proactively address issues before they escalate. Metrics turn customer feedback into actionable insights, enabling continuous improvement.

3) Empower Teams to Solve Problems Quickly

Frontline employees are often the first to encounter customer issues. Operational excellence includes equipping teams with the tools, authority, and training to resolve problems efficiently. NorthStar’s People & Team Building Focus complements this by using proprietary assessments to ensure teams are capable and aligned with strategic goals. Empowered teams reduce friction, increase responsiveness, and create positive customer experiences. When employees are confident and supported, customers feel heard and valued — a key driver of loyalty.

4) Align Technology with Customer Needs

Technology should enhance — not complicate — the customer experience. NorthStar’s Operational Excellence pillar encourages businesses to optimize processes and leverage tools that support scalability and sustainability. This includes CRM systems, automated workflows, and customer service platforms that streamline interactions. When technology is aligned with operational strategy, it reduces errors, accelerates service delivery, and provides customers with seamless, personalized experiences. The result? Higher satisfaction and lower churn.

5) Build Feedback Loops into Your Operations

Operational excellence isn’t static — it’s iterative. NorthStar advocates for continuous improvement, which includes listening to customers and adapting accordingly. By embedding feedback loops into operations (e.g., post-purchase surveys, support follow-ups), businesses can capture real-time insights and adjust processes to better meet customer expectations. This proactive approach shows customers that their opinions matter and that the business is committed to evolving with their needs. It’s a powerful way to deepen relationships and foster long-term loyalty.

6) Integrate Customer-Centric Goals into Strategic Planning

Finally, operational excellence must be tied to strategic intent. NorthStar’s 4 Points of Focus® — Operational Excellence, Financial Structure & Growth, Marketing Strategies, and People & Team Building — work together to ensure that customer satisfaction is not just a departmental concern but a company-wide priority. By integrating customer-centric goals into strategic planning, businesses align every function — from finance to marketing to HR — around delivering value to the customer. This holistic approach creates a culture of excellence that permeates every touchpoint.

Wendy Roberts
CPA, CEO of NorthStar Strategic Partners, Inc.
Email: wendy@northstar-sp.com
Website: https://northstar-sp.com/

Stage 1 — Ordinary World

This article introduces The Entrepreneur’s Hero’s Journey, a year-long reflective writing series exploring entrepreneurship through a depth psychology and clinical lens. Rather than focusing on strategy or growth metrics, the series centers on the inner psychological journey of building a business. Stage 1 explores the beginning—when the desire to start a business emerges not from certainty, but from restlessness, tension, or a quiet sense that something no longer fits. Drawing from Jungian psychology and clinical observations, the piece re-frames doubt, hesitation, and inner conflict as meaningful signals rather than weaknesses. This article invites entrepreneurs—especially women and first-generation business owners—to slow down, listen inward, and recognize that sustainable leadership begins with self-awareness. The journey does not start with confidence; it starts with honesty.
Read more >

Meng-Ju(MJ) Yang, Founder and Licensed Psychologist
Inner Journey Psychology, Inc.
Email: mjyangpsyd@gmail.com
Website: drmjyang.com

Dear NAWBO Silicon Valley Members & Friends,

Reflect. Refresh. Renew. Closing the Year with Intention December offers a meaningful pause—a time to reflect on our progress, refresh our energy, and renew our vision for the year ahead. As we close out the year, NAWBO Silicon Valley celebrates a season defined by partnership, community, and forward momentum.

Time for Reflection & Renewal We hope this season allows you time with family, loved ones, and space for personal restoration. Stepping away from the daily pace of business is not only restorative—it’s strategic. Whether you operate on a Q4 or Q2 planning cycle, this is an ideal moment to finalize your strategic plan and enter the new year with clarity and intention.

Holiday Mixer Success: Partnership in Action Our Holiday Mixer with the Silicon Valley Chamber of Commerce was a wonderful success and a strong example of what intentional partnership looks like in action. Building partnerships takes time, trust, and shared vision—and this collaboration reflects all three.

A sincere thank you to Harbir Bhatia, CEO of the Silicon Valley Chamber of Commerce, and her team for their leadership and collaboration. We are grateful for the opportunity to build together and for welcoming NAWBO Silicon Valley into a broader regional business ecosystem.

We also extend our appreciation for the opportunity to spotlight NAWBO members and vendors during the event. Thank you to:

• Kafen’s Coffee by Laura Salgado
• Pepito Paletas by Nancy Rosales
• Stirlab by Dr. Maryam Mardkhe
• Nourished by Maria by Maria Dominick
• Fundare Ventures by Janice Chen

Your presence added vibrancy, value, and visibility to the evening.

Special Appreciation: Wells Fargo

We extend our sincere gratitude to Wells Fargo for their generous $3,000 grant in support of NAWBO Silicon Valley. This contribution will be used to further elevate women in business through programming, resources, and opportunities that strengthen leadership and economic empowerment across our community. We are deeply appreciative of Wells Fargo’s continued commitment to women entrepreneurs.

Chapter Momentum

As the year ends, we’re proud of the momentum our chapter continues to build—through stronger partnerships, growing visibility, and a shared commitment to elevating women-owned businesses across Silicon Valley. This season reinforced that community building is relational, not transactional, and it remains one of our greatest strengths.

Get Involved

We are actively seeking volunteers to support social media, programming, events, and committee work. We also welcome year-end donations to help sustain our programming and member initiatives.

With Gratitude

To our members, partners, sponsors, and community allies—thank you for your leadership, collaboration, and belief in the power of women in business. Together, we are building a chapter rooted in purpose, partnership, and impact.

Here’s to closing the year grounded and stepping into the next with clarity and confidence.

#NAWBOSiliconValley #WomenInBusiness #Leadership #Community #Partnership #WomenSupportingWomen #NAWBO

With gratitude and vision,

Leena Mendoza, MS, ACC
President, NAWBO Silicon Valley
leena@leenamendoza.com
www.leenamendoza.com

#NAWBOSV #NAWBO

Dear NAWBO Sisters and Community Leaders,

We are off and running this season with incredible momentum and great news! Our members continue to make strides in their businesses—reaching milestones they once only imagined. It’s inspiring to see how women across our chapter are leading with courage, creativity, and community.

Member Milestones Worth Celebrating

• Dr. Mary Mardkhe – Nominated for a Stevie Award for her groundbreaking work as a chemist turned entrepreneur.
• Dr. Meng Yang – Presented at an international conference overseas, IAAP Congress in Zurich, in the field of psychology.
• Paulina Tarnopolsky – Reached her two-year anniversary and achieved an impressive seven-figure revenue milestone.
• Angela Laines – Marked two successful years in business, continuing to help brands grow through creativity and design, and is on track to supersede her salary in Corporate America.
• Leslie Murdock – Completed her Leverage for Leaders Executive Coaching Program with Karen Cappello, MCC, within her first month of being a NAWBO Silicon Valley Member.
• Robin Fisher – Certified Women Business Enterprise (CWBE) through NAWBO Institute and Women Owned Small Business (WOSB) Certification through the federal Small Business Administration.
• Laura Salgado – Certified Women Business Enterprise (CWBE) through NAWBO Institute Certificate and her products are listed on Amazon and Walmart.
• Your Name – I want to make sure we’re celebrating more of our members because we have so much to honor and be proud of.

Leadership & Wellness Retreat Recap

Last month, we hosted our NAWBO Leadership and Wellness Retreat with over 40 guests, including leaders in technology, finance, philanthropy, law, business, and non-profit. The day centered on self-care, personal reflection, and strategic growth. It was a powerful reminder that success begins with investing in ourselves.

A heartfelt thank-you to our generous partners—the 49ers Foundation, San Jose Earthquakes, Face Foundrie Emeryville, Stirbar Labs, Coach Madison, and Tisha’s Company—for supporting our auction and making the event unforgettable.

Chapter Wins and Upcoming Events

• Women Business Certification in Spanish: NAWBO Silicon Valley is the chapter that created WBE certification in Spanish, expanding access for Latina entrepreneurs.
• WBE Success Stories: Two members recently submitted their certification applications through the NAWBO Certification Institute, opening doors to procurement and partnership opportunities.
• Business Summit – Thursday. October 23rd: Join us for a full day of insight on AI, access to capital, and financial planning for wealth creation.
• Networking Dinner – Thursday, November 13, 2025 at Lazy Dog in Cupertino: A relaxed evening to connect, collaborate, and build community.
• Co-Hosted Holiday Celebration – December 3rd: We’re partnering with the Silicon Valley Chamber of Commerce at the Triton Museum for a festive event celebrating women in business with 125 guests in attendance.
• Corporate Partner Luncheon — This will be hosted in January to honor and appreciate our Corporate Partners for their support for Women in Business & Entrepreneurship.

Here’s Our Ask

We’re growing—and we’d love your help!

• Volunteer: Join one of our committees and help shape programs, partnerships, and upcoming events.
• Present: Apply to present to NAWBO Silicon Valley—a $250 donation supports our chapter while giving you a platform to share your expertise.
• Fundraising Support: We’re ramping up our raffle and fundraising efforts—if you or a friend can donate a product, service, or experience, we’d love to include it.
• Share Your Wins: We love celebrating our members’ achievements! Submit your milestones, awards, or exciting news so we can feature you in our next newsletter and events.

Together, we’re creating a movement of women who lead boldly, collaborate generously, and celebrate one another every step of the way.

In partnership,

Leena Mendoza, MS, ACC
President, NAWBO Silicon Valley
leena@leenamendoza.com
www.leenamendoza.com

#NAWBOSV #NAWBO