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How Google Is Ensuring Black Women And Minority Business Owners Have A Seat At The Tech Table

Getting online is easy, what comes next requires investment and strategy that many bootstrapped entrepreneurs of color don’t have easy access to. Google is hoping to change that with their Google Digital Coaches program.

Tackling topics from machine learning, to funding options, to utilizing tools like Google analytics to strategically leverage data and insights to scale, the program currently serves 15,000-plus U.S.-based diverse small businesses with eight coaches in markets including Atlanta, Austin, Chicago, DC, Detroit, LA, Miami, and New York City.

Why does it matter? Their team's research found that a potential customer is 38 percent more likely to engage with a business with a web presence. According to a survey commissioned by Google, although women and minorities represent 70 percent of all U.S. small business owners, 65 percent of diverse small businesses feel it is “too complicated to do/don’t know how to do” online advertising and marketing.

In each market, Google tapped local entrepreneurs to take ownership of the programming and implementation on the ground in each city. Leading the charge as the Global Manager of External Community Affairs and Digital Coaches Program Lead is Daraiha Greene.

“My mission at Google is to ensure that underrepresented groups, such as people of color, women, members of the LGBTQIA+ community, and people with disabilities all have a seat at the tech table. I do this through a few roles at the company, and they work in tandem with one another,” Greene shared.

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