For Christa Santos, the drive to help women business owners has become deeply personal.
That is why she has become deeply involved in the National Association of Women Business Owners’ Orlando chapter.
“It’s being surrounded by women who want to grow their business and if my knowledge can help them, I am happy to do that,” Santos said, reflecting on her motivation. “I’d like to see how this chapter can grow.”
On Thursday, NAWBO plays host to its 2025 PropelHER Pitch Competition at Seminole State College in Sanford.
The pitch competition serves as a crucial platform to elevate and empower women entrepreneurs.
Finalists will pitch their innovative ventures live in three distinct categories – NextGen, Emerging, and Established – vying for a share of cash prizes and over $18,000 in invaluable in-kind business services, including legal support, marketing, HR guidance, and promotional packages.
“It’s a little stipend and in-kind prizes, but it’s truly about the ability to amplify their voices so we give an opportunity to be showcased and advance their business and learn some skills,” said Santos, who helped plan the event. “Now more than ever it’s an opportunity to build community and that’s what women businesses need to foster in order to continue to grow.. That’s where NAWBO comes in.”
The event comes at a pivotal time for women in business, she said.
“Right now, more than ever, does it pay to be women-business certified? Some sponsors are shrinking and not supporting women business events,” she said.
Karen Kurta, chair of the PropelHER Committee and president-elect, echoed this sentiment in a press release, saying, “PropelHER isn’t just a competition – it’s a launchpad for women who are transforming industries and changing lives. We’re thrilled to shine a spotlight on this incredible group of women founders.”
Here are the PropelHER finalists:
NextGen Finalists:
- Line Cherrelus – Hair Hub: A mobile application specifically designed to empower Black women by providing affordable DIY hair care tutorials, expert product guidance, and a supportive community, aiming to save users time, money, and boost confidence.
- Elaina Dixon – Blossoming to Broadway: This developmental program uses drama therapy, arts education, and faith-based support to nurture social-emotional growth in children and youth, fostering their overall well-being.
Emerging Finalists:
- Janell Borrero – MoneyPOP: MoneyPOP delivers AI-powered financial coaching tailored specifically for beauty entrepreneurs, operating under her JBP Accounting Inc. branch, SHEfo, which focuses on tailored financial solutions for women in the beauty and arts industries.
- Daisy Parks – Wellside Health: Founded by board-certified family nurse practitioner Daisy Parks, Wellside Health is a telehealth provider that delivers accessible digital healthcare services to residential and commercial real estate communities.
- Tasanee Durrett – Tasanee Art: A one-line artist, healer, and visual storyteller, Tasanee Durrett leads an art collective, which explores social and cultural concepts of the Afro-indigenous society through continuous contour drawing, aiming to foster connection, healing, and economic opportunities for diverse creatives by tying people together through visual stories.
Established Finalists:
- Julie Kostic – JK Creative: Established in 2016 and relocating to Florida in 2019, JK Creative is a design agency founded by award-winning designer Julie Kostic.
- Cristina Duncan – Leaders in Training (LIT): This youth development program empowers underserved students by combining leadership training, dance education, and community service, fostering well-rounded growth and engagement.