What if the most powerful thing you could do was own your voice?
In this episode of Rock Solid, Bryan Eisenberg interviews Selicia Sanchez-Adame, a second-generation entrepreneur who turned doubt into data, legacy into leadership, and her story into a movement for inclusive growth.
She didn’t just launch a market research firm. She transformed what it means to lead in Round Rock, Texas.
From early challenges as a young Latina business owner to becoming the 2025 Chair of the Round Rock Chamber, Selicia opens up about the mindset, mentorship, and mission that fueled her rise.
Discover the power of community-driven entrepreneurship, the future of skilled trades, and how cultural pride can drive lasting impact.
This isn’t just a conversation. It’s a call to action.
Watch the full interview and learn how to lead with confidence, clarity, and purpose, starting with your own story.
Key topics include: The impact of Round Rock ISD education on local entrepreneurship Challenges faced as a Latina business owner and how she overcame them Resources available through the Round Rock Chamber for entrepreneurs The Chamber’s ambitious goal to reach 1,000 members The importance of skilled trades education for workforce development The influence of her mother’s cultural leadership through Ballet Folklorico The collaborative spirit that makes Round Rock unique for business Future vision for Round Rock’s growth through university partnerships Learn more at https://thinkgroupaustin.com
Transcript:
Narrator:
Welcome to Rock Solid — the Round Rock Business Leaders podcast. Join your host, Bryan Eisenberg, as he explores the journeys of entrepreneurs and companies across Round Rock, Texas. From startups and nonprofits to large organizations, each guest shares their passion for doing business in this thriving community. Let’s dive in.
Bryan Eisenberg:
Hi everyone, it’s Bryan Eisenberg, and I’m here with my friend Selicia Sanchez-Adame. Selicia, pleasure to have you here today.
Selicia Sanchez-Adame:
Thank you so much for having me. I’m excited to be here.
Bryan:
I’m especially excited because I think you’re the first guest we’ve had who is a second-generation entrepreneur here in Round Rock.
Selicia:
Hey, it’s just many blessings — that’s what I would say.
Bryan:
Recently we had Darwin Tanksley on the podcast, and he talked about growing up in this area. Originally from Taylor, he moved here and went through the Round Rock school system. He mentioned that if you look around downtown, a lot of the businesses are owned by people he went to school with — people from Round Rock ISD.
You’re also a graduate of Round Rock schools. Why do you think the school system has produced so many entrepreneurs?
Selicia:
It really goes back to the foundation — elementary, middle, and high school. The resources we had, even things like student council, helped us learn how systems work and start building confidence.
One of my teachers, Bobby Sheets — Steve Sheets’ wife — taught me in middle school. Recently, now that I’m the incoming Board Chair for the Round Rock Chamber, she reached out and said, “I’m so proud of you.” It melted my heart.
She remembered me from all those years ago. It’s teachers like her who really invested in us and helped build our confidence.
Bryan:
I’ve seen that too. My kids went through Round Rock High School, and the teachers made a big impact on them. We’ve been part of this district for 10 years now. The school system and the community really are something special.
And Selicia, you’re a big part of this community — not only because of your own journey, but because your mom also had a business here. We’ll talk about that soon, but first, let’s talk about your newest role. You are now the Board Chair for the Round Rock Chamber for 2025.
How did that come about?
Selicia:
Honestly, I was hesitant at first. It’s a big time commitment — I have a family, I run a business, I’m involved in a lot. But I went home and talked to my husband and my mom and told them, “I want to do this, but I need your support.” And they said, “Absolutely.”
But here’s the thing: I’m not doing this for me. I’m doing it so that someone who might never meet me sees me in that position and thinks, “If she can do it, I can too.” That’s what drives me.
Bryan:
Darwin said something similar — as an African-American entrepreneur in Williamson County, representation matters. I imagine you feel that as a Latina businesswoman here as well?
Selicia:
Absolutely. I looked up to a lot of people in the community — and now, some of them I get to call friends. It’s surreal. But it happened because I raised my hand and said, “I want to contribute.” That opened doors. I never thought people even noticed me back then, but now they say, “Of course we noticed — you have passion and drive.”
Bryan:
Let’s step into your professional life. You run a market research firm. Can you share how what you’re seeing in that work affects your view of Round Rock’s business community?
Selicia:
Sure. I started Think Group in 2007 — I was only 26 and had no idea what I was doing, but I had grit.
Running a market research firm, I work with clients who are always trying to understand which markets to invest in — Dallas, San Antonio, Houston, Austin. More and more, they’re drawn to this region because of our diversity in mindset, age, ethnicity, and more.
They want to know how to serve this audience, because Central Texas is unlike the East or West Coast. It’s a unique blend.
Bryan:
Yes — I’m from Brooklyn, and the difference is huge. Round Rock has its own kind of diversity and acceptance.
What were some of the biggest challenges you faced launching your firm?
Selicia:
Being taken seriously. I probably looked like I was 15 when I walked into boardrooms trying to win clients. And let’s be honest — as a Latina woman, I had to work harder to be heard.
But once I found my confidence, once I knew I was offering real value, the skepticism faded. I wasn’t just showing up to build a business. I was showing up to make a difference.
Bryan:
Let’s talk about resources. A lot of entrepreneurs don’t know where to start. What advice do you have?
Selicia:
Use the resources. I didn’t know they existed when I started. I had no mentors, no roadmap. It wasn’t until years later that I got involved with the Chamber, asked questions, and got curious. That curiosity led me to real help.
If you’re a woman-owned business, get certified. It took me 14 years to do it — I was afraid of the paperwork. But once I did, I realized there are organizations that help you. You don’t have to go it alone.
Bryan:
And curiosity is a superpower, right?
Selicia:
Exactly.
Bryan:
You’ve set some bold goals as Chamber Chair — like growing membership to 1,000. What are some other initiatives you’re focused on?
Selicia:
Skilled trades. Growing up, that path was looked down on — the mindset was that you had to go to college. But things have changed. You can make a huge impact and build a great life through the trades.
If we want companies to relocate to Round Rock, we need a workforce ready to go. And we also need to be inclusive — people need to feel welcome to walk into the Chamber and contribute.
Bryan:
What are some of the hidden gems new entrepreneurs should take advantage of?
Selicia:
The Chamber’s councils. We have an entrepreneurship council that connects you with others who’ve been in your shoes. There’s 1 Million Cups — a program for startups to get feedback and support. And Startup Day is coming — it’s open to a wide range of industries.
Bryan:
That diversity of industries — from CPG to medtech — is what’s so impressive. What kind of companies would you love to see grow in Round Rock?
Selicia:
I want to see the next Dell or Kalahari emerge. We haven’t seen that homegrown unicorn yet, but I know it’s coming. We’re building the foundation for it now.
Bryan:
How do the universities around here play into that vision?
Selicia:
Texas State, ACC, and A&M are all collaborating with the Chamber. Their master plans are impressive — dorms, life sciences, research. We’re all coming together to build something lasting. That’s what excites me — the shared vision.
Bryan:
Yeah, that 75-year video at the Business Awards Dinner really showed the forward-thinking legacy here.
Why do you think collaboration here works so well?
Selicia:
Because it’s genuine. If I can’t solve your problem, I’ll connect you with someone who can. That’s how this community operates. It’s rare, and it’s powerful.
Bryan:
Let’s talk about your mom — she founded the Round Rock Ballet Folklorico. What lessons did you learn from her?
Selicia:
She taught me to own who I am. To be proud of my heritage. She still teaches five days a week at 75 years old.
She also taught me that showing up matters. She was a school bus driver — not her dream job, but she did it so she could be present in my life. Her impact on this community goes far beyond dance.
Bryan:
If budget were no issue and you could create any cultural event here, what would it be?
Selicia:
A two-day cultural fest — showcasing food, dance, and traditions from all over the world. We used to host a summer cultural fest at Sharon Prete Plaza. I’d love to bring that back in a big way.
Bryan:
Before we wrap — any favorite local spots?
Selicia:
The trails. I love letting my 7-year-old run around the same parks I grew up in. The Heritage Trail especially — watching it develop has been amazing.
Bryan:
And I’ve got to ask — is there a great interior Mexican spot in town?
Selicia:
Truthfully, not quite. I have friends who need to open one!
Bryan:
Final question. What’s one piece of advice you want to leave entrepreneurs with?
Selicia:
Own your voice. Own your passion. That’s yours — no one can take it from you. And don’t be afraid of being nervous. That just means you care. When you lead with authenticity, everything else follows.
Bryan:
That’s beautiful. Selicia, thank you so much for being here and for everything you do for the community.
Selicia:
Thank you. And if anyone wants to connect, they can find me at thinkgroupaustin.com or on LinkedIn. I’m always happy to grab coffee, share ideas, and uplift others.
Would you like me to prep a downloadable PDF version of this formatted transcript for your blog as well?
