Amidst the chaos of the COVID pandemic and the fervor of the Black Lives Matter Movement, Alicea faced a crossroads when she lost her job. Rather than succumbing to despair, she saw an opportunity to make a meaningful impact. With minority-owned businesses under a magnifying glass, she founded The StartUp Shop, driven by a determination to stem the tide of closures affecting over 44% of Black-owned businesses during the pandemic.
Fast forward through the challenges and triumphs, and The StartUp Shop stands as a beacon of success, recognized in esteemed publications and honored with the prestigious Power 50 Women of Power award. Alicea's journey isn't just about personal achievement; it's rooted in a deep-seated desire to see BIPOC communities thrive. Committed to bridging the equity gap through contracting and advancing the Black economic agenda, she champions advocacy, empowerment, and community building as vehicles for a brighter, more equitable future for all.