Women's entrepreneurship

246 hours. For eight months, Kristine de la Cruz spent one hour each day working on a business plan. After 246 hours, Crème Caramel LA was ready to sell.

Crème Caramel LA, a custard and confection dessert bakeshop in Sherman Oaks, CA, may have only taken 246 hours to conceive, but the notion of owning her own business had been with Cruz for far longer.

As a tool, digital media’s ability to appeal to niche audiences is unparalleled. Susana Baumann is an entrepreneur who capitalized on its power to help an underserved group she herself is a part of: Latina businesswomen.

LatinasInBusiness.us, or LIBizus, is an initiative of LCS Worldwide Language and Multicultural Marketing Communications, a small business Baumann started nearly 20 years ago.