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The study aims to explore motivators and barriers in business venture creation among potential Latina entrepreneurs.

Focus group interviews collected data using Latinas between the ages of 20-30 who expressed interest in starting their own businesses in the near future. Interview participants were primarily first-generation college students.

Findings revealed major themes based around four dimensions of cultural heritage, motivators, barriers and preferred resources. Cultural heritage and gender are both enablers and obstacles for Latinas. Frequently mentioned motivators were parental business ownership, autonomy, flexible income and self-fulfillment. The barriers include fear, lack of financial management knowledge, business location selection and discrimination. The preferred resources were informal education, a checklist, a toolkit, free online resources and networking with business owners and mentors.

The findings of this study highlight pull factors (i.e. family business background and self-fulfillment) increasing entrepreneurial motivations among Latinas. The present study illustrates the nuanced but substantive interactions of gender and ethnicity in Latinas’ perceptions and attitudes toward new business formation.

The present study contributes to the literature by exploring the motivators and barriers that affect business formation among emerging Latina entrepreneurs. Moreover, past research has not explored both motivators and barriers perceived by nascent Latina entrepreneurs. Findings from this study will assist future researchers in developing materials and programs to aid female and ethnic entrepreneurship.