Corporate Partner Corner
Special benefits and offers from our corporate partners for NAWBO members.
President’s Message | January 2025
Happy New Year
To Our NAWBO Sisters,
Happy New Year! As we step into 2025, I am inspired by the energy and potential that a fresh start brings. This is the time to look ahead with clarity and determination, embracing the possibilities that lie before us.
Leadership, at its core, is about envisioning the future and boldly pursuing it. Each of you, as a woman of ambition and talent, possesses the power to shape that future—not just for yourself, but for those around you. This year, let us lead with courage, inspire with our actions, and make meaningful strides toward our goals.
Our NAWBO Silicon Valley chapter is built on the strength of community—a network of women empowering women. Together, we can accomplish so much more. By supporting one another, sharing insights, and fostering connections, we will turn challenges into opportunities and aspirations into achievements.
As your President, I am dedicated to championing initiatives that help each of you grow, both professionally and personally. Let us work together to make this year extraordinary—a year defined by growth, collaboration, and success.
Here is to an inspiring and impactful 2025. Together, let us lead with purpose and thrive!
With warm regards,
Wendy Roberts, CPA
President, NAWBO Silicon Valley
wendy@northstar-sp.com
www.northstar-sp.com
#NAWBOSV #NAWBO
President’s Message | December 2024
Celebrating Women Business Owners
As we gather to celebrate the joys of the holiday season, I want to take a moment to reflect on
the incredible resilience, creativity, and impact of women business owners across our NAWBO organization. This time of year reminds us of the values that unite us: community, perseverance, and the drive to create a brighter future for all.
The year 2024 has been one of remarkable achievements as well as challenges, where women
entrepreneurs have continued to break barriers, innovate, and inspire. As we look ahead to 2025, we embrace new opportunities to amplify our voices, strengthen our networks, and champion a future where women-owned businesses thrive like never before.
In 2025, let us boldly envision new heights for women entrepreneurs. Together, we will harness the power of technology, foster inclusive partnerships, and advocate for equitable opportunities in every sector. The coming year is a chance to not only grow our businesses but also to mentor and uplift the next generation of women leaders who will shape the world.
This holiday season, I encourage us all to reflect on our shared successes and plan for the
exciting opportunities ahead. Let us carry forward the spirit of collaboration, determination, and
hope into the new year.
Thank you for your passion, dedication, and the remarkable contributions you make to your
industries and communities. May your holidays be filled with warmth, joy, and inspiration, and
may 2025 bring prosperity and purpose to us all.
Warmest regards and happy holidays,
Wendy Roberts, CPA
President, NAWBO Silicon Valley
wendy@northstar-sp.com
www.northstar-sp.com
#NAWBOSV #NAWBO
International Delegates Visit Hosted by NAWBO Silicon Valley and Global Ties San Francisco
Global Women Entrepreneurship — what an incredible experience!
Recently, NAWBO SV had the honor of partnering with Global Ties San Francisco whose parent organization is the World Trade Center Northern California to host 24 international delegates from various countries.
Together, we engaged in candid conversations about women’s entrepreneurship, how to build support systems for women business owners, and how to tackle workforce challenges across cultures. Being in a room full of global thought leaders who are passionate about driving change was truly inspiring!
The exchange of ideas was rich, insightful, and left us all with new perspectives on how to uplift women entrepreneurs around the world.
I was happy to help coordinate this event, alongside the amazing Alannah Crandall of Global Ties San Francisco.
A special thank you to Dr. Cynthia Teniente-Matson, Nina Chuang and Khristine Lugo for your generosity in hosting us on campus San Jose State University!
And a big shout-out to Alexandra Martinez-Villarroel and Fatemeh Ari Mirabedi, MBA, two of our incredible NAWBO members, for sharing their expertise and experiences as business owners. Together, we are shaping a future where women entrepreneurs can rise, thrive, and lead.
#WomenInBusiness #GlobalLeadership #NAWBOSiliconValley #Entrepreneurship #SupportSystems #CrossCulturalCollaboration
President’s Message | November 2024
Dear Inspiring Women,
As we approach the Thanksgiving season, I am reminded of the incredible strength, resilience, and generosity that each of you brings to our community of NAWBO-SV women business owners. This moment in time, with its unique challenges and opportunities, calls upon us to not only persevere but also to support one another more than ever.
The essence of Thanksgiving is gratitude, and I am truly grateful to be part of an organization that embraces this spirit. Together, we are creating a network of support, innovation, and growth. It is inspiring to see how we uplift each other, share our successes, and find new ways to thrive, even in uncertain times.
This season, let us pause to appreciate our achievements and to reflect on how far we have come—not just as individuals but as a collective of strong, ambitious women. Let us remember that our journeys, while different, are bound by a shared vision of success and support for one another.
I invite each of you to join me in celebrating not only the achievements of this year but also the relationships we have fostered and the impact we have made together. As we look to the future, may we continue to grow, inspire, and pave the way for other women to realize their full potential.
Wishing you all a warm and wonderful Thanksgiving filled with gratitude, joy, and renewed strength.
With heartfelt appreciation,
Wendy Roberts, CPA
President, NAWBO-Silicon Valley
wendy@northstar-sp.com
www.northstar-sp.com
#NAWBOSV #NAWBO
President’s Message | October 2024
Dear NAWBO Silicon Valley Members & Friends,
As we welcome the crisp air, vibrant colors, and spectacular sunsets of the fall season, it is the perfect time to reflect on the changes and opportunities that come with this time of year. Fall reminds us of the importance of preparation, growth, and the abundance that follows when we nurture our seeds. Just as the trees shed their leaves to prepare for new development, we, too, can embrace this season as a time to cultivate new ideas, forge stronger connections, and invest in the future of our businesses. It is a wonderful season to realign our goals, both personal and professional, as we continue to support each other in this incredible journey of entrepreneurship. In the same way, nature thrives by shedding the old, our businesses grow when we adapt, innovate, and remain open to new possibilities.
One of the most powerful ways we can foster growth is through giving—whether it is sharing our time, expertise, or resources. In business, giving is not only about philanthropy; it is about creating a cycle of support and empowerment that helps everyone succeed. By mentoring others, collaborating with fellow entrepreneurs, or offering a helping hand, we strengthen our foundations while contributing to a thriving, supportive community. When we give, we not only build valuable relationships but also open doors to new opportunities, insights, and partnerships that fuel our business growth. As we move through this season of change, let us embrace the power of giving as a tool for expanding our businesses and enriching our personal lives.
Joining NAWBO Silicon Valley is one of the most impactful ways to experience the power of giving and growth firsthand. By becoming a member, you gain access to a network of inspiring, like-minded women who are passionate about supporting one another’s success. In our community, every interaction is an opportunity to share knowledge, create lasting connections, and collaborate on new ventures. Together, we can build a stronger future for each of our businesses, harnessing the collective wisdom and strength of women entrepreneurs. I encourage you to join us in this season of growth and giving, as we work together to create lasting impact in our businesses and beyond.
In spirit together,
Wendy Roberts, CPA
President, NAWBO-Silicon Valley
wendy@northstar-sp.com
www.northstar-sp.com
#NAWBOSV #NAWBO
President’s Message | August 2024
Dear NAWBO Silicon Valley Members & Friends,
As I step into the role of President, I am filled with both gratitude and excitement. It is a privilege to lead this incredible organization, one that is dedicated to empowering women in business and fostering a community of support, growth, and success.
Our mission has always been clear: to provide the tools, resources, and connections that help our members thrive. In the coming months, my goal, with our esteemed Board, is to build upon this foundation, ensuring that each of you not only grows your business but also finds immense value in your membership with us.
Growing Your Business
Now, more than ever, it is crucial to embrace opportunities for growth. Whether you’re scaling your current business, launching a new venture, or navigating the complexities of the market, NAWBO Silicon Valley is here to support you every step of the way. We will be introducing new programs, workshops, and networking events designed to provide you with actionable strategies, innovative ideas, and the confidence to take your business to the next level.
Maximizing Your Membership
I want to remind you that your membership with NAWBO Silicon Valley is more than just an affiliation; it’s an investment in your future. I encourage you to engage with the resources available, attend our events, and connect with fellow members. The value you gain is directly linked to the effort you put in, and I assure you, the returns can be substantial.
Our strength lies in our community. By sharing our experiences, challenges, and successes, we create a network of powerful women who inspire and uplift one another. Together, we can achieve remarkable things.
Looking Ahead
As we look forward, I am committed to listening to your needs, understanding your goals, and working alongside our talented board and staff to ensure that NAWBO Silicon Valley continues to be a beacon of empowerment for women in business. Your success is our success, and I am honored to be a part of your journey.
Thank you for your trust and confidence. I am eager to see what we will accomplish together.
With warm regards,
Wendy Roberts, CPA
President, NAWBO-Silicon Valley
#NAWBOSV #NAWBO
President’s Message | June 2024
Dear NAWBO Silicon Valley Members & Friends,
As I pen this final President’s Message, my heart is filled with gratitude and reflection. Serving as your President for the past four years has been a profound honor and privilege. Together, we have navigated through unprecedented times, and it is with mixed emotions that I conclude my term.
I extend my deepest thanks to the incredible Board of Directors, both past and present. Your servant leadership, dedication, and unwavering support have been the cornerstone of our chapter’s resilience and progress. Through the challenges posed by COVID-19 and its aftermath, we have stood united, ensuring the continued growth and strength of NAWBO Silicon Valley.
To our valued members, your passion, innovation, and tenacity have been the driving force behind our community. Your successes and milestones have inspired me daily, reinforcing my belief in the power of women business owners. It has been a true joy to work alongside you, creating a more inclusive and empowering environment for all.
I also want to extend my heartfelt gratitude to our corporate partners and affiliates. Your support and collaboration have been instrumental in advancing our mission. Together, we have built strong, lasting relationships that have enriched our chapter and provided invaluable resources and opportunities for our members.
As I pass the torch to the next leader, I do so with confidence and hope for the future. Our chapter is poised for even greater achievements, and I am excited to see the incredible journeys you will embark upon together.
Thank you for the opportunity to serve and for making these years unforgettable. Let us continue to support, uplift, and empower one another, as we build on the strong foundation we have laid.
“Fight for the things that you care about but do it in a way that will lead others to join you.” —Ruth Bader Ginsburg
#NAWBOSV #NAWBO
Maximizing Business Growth Through Customer Success

Leena Mendoza / Coble Tree / www.cobletree.com Co-Founder/Executive Coach/Business Strategist
In the competitive business landscape, exceptional customer success and retention are vital. AI and automation now play crucial roles in enhancing client relationships by facilitating consistent touch points and personalized communication. Here are concise, actionable steps to improve customer success:
- Implement AI-driven analytics to understand and predict customer needs.
- Automate routine communications like updates and check-ins to keep customers engaged.
- Train your team in both technology and soft skills for effective support.
- Regularly review feedback to refine customer service strategies. Top-tier service, characterized by proactive value delivery and readiness to assist, sets businesses apart. Leveraging AI and automation not only boosts efficiency but also deepens client relationships, driving growth and differentiation in a crowded market.
Leadership and Company Culture

AMV Business Solutions, LLC Alexandra Martinez Villarroel Human Resources Consultant
Creating a positive and strong work culture is like growing a tree. It takes time and effort and is critical to an organization’s success. As a leader, you are responsible for steering your team’s ship and laying the foundation of their success. Your behavior sets the tone for your team, and by being a positive role model, you can empower them to perform their best. Let’s now discuss the four critical components of a positive mindset: your reading material, the shows/media you watch, the people you socialize with, and your attitude. Your attitude is the steering wheel that guides your responses to challenges. Focusing on drama will only lead to more drama. Have you ever noticed that you see more of them everywhere when you buy a car or are pregnant? That’s the Baader-Meinhof effect. Establishing open lines of communication with employees is vital. Conduct stay interviews with open-ended questions to understand your employees’ motivations and goals. A calm demeanor can instill confidence in your team and help you navigate challenges more effectively. So, let’s spread positivity like confetti!
Alexandra Martinez
Cell 415.259.9032
hello@amvbusinesssolutions.com
“Your HR Partner for Success”
Innovation Research Funding Could Fuel Your Cool Product Idea
Do you need investment funding? Do you have a million-dollar idea?
Whether your small business is brand new or long established, federal Small Business Innovation Research (SBIR) grants can provide you with non-dilutive funds to drive growth through product development. These grants are designed to give entrepreneurs with great ideas a leg up by helping you:
- Make your innovative product ideas come to life
- Develop product prototypes for testing (Phase I)
- Take successful prototypes and build robust products and rigorously evaluate them (Phase II)
A successful Phase I/Phase II grant combination will provide your business with between one and two million dollars for development and testing. This is investment funding that is non-dilutive (they never ask for a piece of your business or revenue) and doesn’t have to be repaid. And once the product is developed and evaluated with grant funds, you have an innovative product to bring to market. Your product will also have the cache that comes with having been funded by a prestigious agency within the federal government, allowing you to say, for example, “this was developed with a grant from the National Institutes of Health.”
The grants are competitive, so having a great idea and good writers is a must.
Okay, so it’s possible we are a bit biased because we have had the good fortune of successfully winning 19 federal innovation grants in our first 10 years to fund everything from learning games to online training platforms. But even just one or two grants can help a small business get the funds to make their innovative product ideas a reality. Learn more about the specifics at https://www.sbir.gov/about. If you want to see what successful products look like, go here.
This funding is only available to small businesses. If your organization doesn’t qualify, we might be the partner who can help you.
President’s Message | May 2024
Dear NAWBO Silicon Valley Members & Friends,
As we celebrate World Trade Month, let’s recognize the significant opportunities it presents for members of the National Association of Women Business Owners (NAWBO). This month is not only a testament to the power of international trade in expanding horizons and economies but also a platform for NAWBO members to explore new markets and diversify their business operations globally. Engaging in international trade can empower our members to leverage their unique strengths, access new customer bases, and increase their competitive edge in a bustling global marketplace. By participating in networking events, seminars, and workshops tailored to global trade, NAWBO members can gain invaluable insights into navigating trade regulations, understanding market-specific nuances, and harnessing global trends. Let’s use this month to embrace the boundless possibilities that international trade can offer, reinforcing our commitment to fostering an environment where women entrepreneurs flourish both at home and abroad.
If you missed last month’s launch of the NAWBO Women Mean Business Webinar Series, which featured a discussion on product-based businesses, be sure to mark your calendar for part two in August. This upcoming session will focus on taking your service-based business global. See other international opportunities with our affiliate partners HERE.
Keeping the momentum of endless opportunities going, have you checked out our Events page lately? It’s packed with a variety of local events and national virtual meetings, offering something for everyone.
Did you know, as a member you receive a variety of tangible benefits and savings of over $5,000 from our Affinity Partners through NAWBO Perks?
NAWBO is:
.. A movement. More than a membership organization, we raise our voice to honor our founding mothers and continue to impact change for future women business owners.
.. The resource for women in entrepreneurship. Whether it’s access to media, legislators, resources, visibility, or opportunities to give back, NAWBO leverages its strong network of voices and resources to provide women business owners the tools they need to build profitable businesses.
.. A community that unites women business owners to work together to do something powerful. With opportunities to support other women and give back to their communities, NAWBO is a catalyst for women in business to make a significant change in the world.
“You can waste your lives drawing lines. Or you can live your life crossing them.” —Shonda Rhimes
#NAWBOSV #NAWBO
Practical Legal Considerations for Small Businesses
Perkins Coie is a leading international law firm that is known for providing high-value, strategic solutions and extraordinary client service on matters vital to businesses.
Perkins Coie was also the event sponsor and hosted appetizers and non-alcoholic beverages for attendees.
On Thursday, April 25th, 2024, a panel of (see below) conducted a lively discussion about legal matters that impact small businesses and fielded questions from the audience.
Moderator
Panelists
President’s Message | April 2024
Dear NAWBO Silicon Valley Members & Friends,
From climate activism to corporate leadership, women are driving change for people and the planet. Wishing a Happy Earth Day to all incredible women entrepreneurs in our community and beyond who are making a tangible difference in our community and beyond. Your dedication, innovation, and passion are truly inspiring, and we’re honored by your remarkable achievements. Whether you’re advocating for environmental sustainability, promoting social equity, or implementing innovative solutions, your contributions are invaluable. Take a look at these eight remarkable women with a new vision for Earth, Global Landscapes Forum.
Last month I had the pleasure to virtually attend the State of Latino Entrepreneurship (SOLE) Summit held by the Stanford Latino Entrepreneurship Initiative, a research and education collaboration between Stanford University and the Latino Business Action Network. The 2023 State of Latino Entrepreneurship report reached out nationally to over 10,000 Latino/a and non-Hispanic White-owned employer businesses to offer a comparative perspective.
Despite their needs and efforts in actively pursuing financing for their business, female Latina Owned Businesses (LOB) have the lowest approval rates for business loans from local and national banks, with only 39% approval on average from both local and national banks. In contrast, female White Owned Businesses receive on average 55% of the amount originally requested from local banks and 65% from national banks, whereas White men receive 60% approval from national banks and 67% from local banks. These trends indicate a significant disparity in the financial support system for female LOBs, emphasizing the need for more equitable lending practices. Regardless of the challenges that Latina-owned businesses face, they demonstrate robust revenue growth, outpacing White female- and White male-owned businesses.
As a reminder, make the most of the upcoming National Small Business Week 2-Day free Virtual Summit on April 28 – May 4, 2024 and register today.
Also, join the City of San José’s Office of Economic Development for another of its popular in-person events that bring local business owners together to foster connections, provide valuable resources, and enhance the skills of small business owners.
Small Business Empowerment Day, taking place Monday, May 20, 2024, 10 a.m – 2 p.m. at the San José City Hall Rotunda, will include networking opportunities with fellow entrepreneurs and City staff, insightful workshops, and a keynote from California State Treasurer Fiona Ma, who will share how California is helping to invest in local communities and small businesses.
At NAWBO Silicon Valley, wecre not just another business organization; we’re a community dedicated to redefining success for women entrepreneurs like you. We’re here to champion your growth, provide resources, and offer a network of like-minded individuals who understand the unique challenges and triumphs of being a woman in business. I wholeheartedly encourage you to seize this opportunity and join us. Together, we can build something truly extraordinary.
“The difference between skill and talent: A skill is something you learn. Talent is what you can’t help doing.” —Caroline Ghosen, Founder and CEO of career site Levo
#NAWBOSV #NAWBO
New book by industry expert Wendy Roberts
Discover Your Path to Profit Optimization with “The Only Business Compass You Will Ever Need”
Navigating the business world can often feel like trekking through an impenetrable jungle, where uncertainty and chaos reign supreme. Enter “The Only Business Compass You Will Ever Need,” a strategic guide designed to help business leaders optimize their profits and build valuable companies for successful exit strategies. Authored by Wendy Roberts, the book is based on the time-tested NorthStar Strategic Partners 4 Points of Focus methodology. These four vital areas – Marketing Strategies, Financial Structure & Growth, Operational Excellence, and People & Team Building – provide the foundation for unlocking business potential and ensuring sustainable growth.
Through following the book’s guidance, readers will learn to:
1. Develop revenue-generating marketing investments and establish a loyal customer base.
2. Analyze their business’s financial health with key metrics such as profit margin, gross profit, working capital, and net profit.
3. Implement efficient operational processes, reduce waste, and promote cost-saving strategies.
4. Attract and retain talented employees by conducting a gap analysis of their team’s job abilities and satisfaction.
“The Only Business Compass You Will Ever Need” culminates by offering valuable insights on developing exit strategies and maximizing overall company value. Armed with this information, leaders can make informed decisions and pivot in the right direction to achieve ultimate success.
Wendy Roberts brings more than 25 years of experience in financial and audit leadership, operations expertise, and technology innovation to her work with SMB and multinational companies. As the driving force behind NorthStar Strategic Partners and the creation of this groundbreaking book, she aims to empower business leaders with actionable strategies that leverage emerging technologies like data analytics, AI, cybersecurity, and GRC solutions.
Don’t let your business get lost in the jungle; let “The Only Business Compass You Will Ever Need” light the way to true profit optimization and sustainable success.
For more information, visit https://northstar-sp.com/
President’s Message | March 2024
Dear NAWBO Silicon Valley Members & Friends,
Roses beam red, violets gleam blue, Spring is welcomed, just for you.
To commemorate Women’s History Month, our event, “Fuel Your Business Growth: Navigating Capital and Funding Strategies,” reached full capacity this week. Featuring enlightening presentations from CDFI’s like Accion Opportunity Fund and Working Solutions, as well as VC ESO Ventures, and supported by sponsors BofA and Silicon Valley SBD. The event was a vibrant platform for exchange; Key highlights included the power of storytelling, the exchange of innovative ideas, and the creation of a nurturing atmosphere aimed at fostering economic empowerment and community growth, with a special focus on facilitating women’s success.
For more than 60 years, the U.S. Small Business Administration (SBA) has celebrated National Small Business Week, which acknowledges the critical contributions of America’s entrepreneurs and small business owners. This year, National Small Business Week (NSBW) is from April 28 – May 4, 2024. In addition, as part of the National Small Business Week (NSBW), the U.S. Small Business Administration and SCORE will co host the NSBW Virtual Summit on April 30 – May 1 that includes a variety of educational webinars, exhibit booths, free business resources, multiple peer-to-peer networking rooms and expert business advice from SCORE mentors. The 2-day event is free to attend, but registration is required.
Embark on Global Expansion: Elevate Your Business Today. Seize the opportunity to explore the vast potential of global markets with us. Discover how expanding your product or service-based business internationally can unlock new opportunities and provide a buffer against economic uncertainties. NAWBO Women Mean Business Webinar Series launches on April 25 @ 1PM – Virtual.
We believe in redefining success for women entrepreneurs. It’s not just about achieving revenue figures; it’s about creating a sustainable, fulfilling path to success—one that nurtures personal well-being, fosters thriving businesses, and cultivates stronger community bonds. NAWBO Silicon Valley stands as a pillar for women entrepreneurs across all sectors, advocating for growth, support, and empowerment within local communities and globally. We invite you to join us at our events, for it is in coming together that we forge a community of strength and resilience.
“Do not let what you cannot do interfere with what you can do.” —John Wooden
#NAWBOSV #NAWBO
President’s Message | February 2024
Dear NAWBO Silicon Valley Members & Friends,
February emerges as a unique tapestry woven with the threads of human connections, cultural legacies, and pivotal historical milestones. It’s a period where the essence of friendships and love envelops us, inviting us to cherish and express our deepest affections and gratitude. The heart of this month beats with the celebration of Valentine’s Day, a poignant reminder to honor the love that surrounds us, in all its forms.
Lunar New Year
Lunar New Year’s exuberant celebrations, signaling a time of rejuvenation and optimism. The Year of the Dragon, in particular, calls for a reverent acknowledgment of age-old traditions, embodying the dragon’s attributes of might, insight, and fortune. It’s a collective embrace of new beginnings, shared across communities and cultures.
Black History Month
February is dedicated to Black History Month, offering a moment to pause and reflect on the indelible impact of Black individuals in shaping history. This observance is a tribute to the enduring spirit, innovation, and advocacy that have significantly influenced society. It represents an ongoing commitment to foster a world where equality and inclusiveness prevail. See the East Bay Times 60 Black-owned Bay Area businesses in food-based enterprises owned by Black chefs and entrepreneurs.
February
February at its core, is a celebration of the myriad aspects of the human journey—encompassing love, camaraderie, heritage, and the ceaseless quest for equality. It’s a call to action to reflect, celebrate, and strive towards a collective future enriched by our diverse experiences.
The National Association of Women Business Owners Silicon Valley (NAWBO SV) stands as a pillar for women entrepreneurs across all sectors, advocating for growth, support, and empowerment within local communities and globally. This February, let us unite in this spirit of celebration and support. We invite you to join us at our events and partner initiatives, for it is in coming together that we forge a community of strength and resilience. Together, we are unstoppable.
“No action is too small when it comes to changing the world… I’m inspired every time I meet an entrepreneur who is succeeding against all odds.” —Cyril Ramaphosa
#NAWBOSV #NAWBO