From construction sites to the heart of Brownsville's entrepreneurial ecosystem, Samantha Morales has always had a talent for making things run smoother. As the eBridge Program Specialist at the Brownsville Community Improvement Corporation (BCIC), Samantha brings her unique blend of Six Sigma efficiency and diverse industry experience to the largest startup incubator in the Rio Grande Valley.

Working within the sprawling 36,000-square-foot eBridge Center for Business and Commercialization, Samantha helps nurture the next generation of entrepreneurs, leveraging programs like the StartUp Texas Accelerator and partnerships with the University of Texas Rio Grande Valley (UTRGV) to shape Brownsville's business landscape. In this spotlight, we chat about Samantha's journey from college student to startup veteran, exploring how her varied experiences have uniquely positioned her to support and guide aspiring entrepreneurs in building a thriving ecosystem in the heart of Brownsville.

Q: What got you into entrepreneurship and process improvement? Did you always know this was the path, or was there something specific that pushed you towards it?

Samantha: Thankfully, I was able to figure out quickly what I liked and didn’t like during college. I discovered that I enjoy working with people, teamwork, and community engagement. I also have a knack for making things more efficient, which led me to choose a major focused on process improvement. After college, I landed my first job at a startup that was in its second year. It was young but growing rapidly, and I was fortunate to be deeply involved in production, quality assurance, packaging, and shipping. That experience solidified my passion for entrepreneurship and process improvement.

Q: You've been in many industries—retail, hospitality, customer service, and construction. Which job do you think prepared you the most for working at BCIC, and what surprising lessons from those roles do you still see influencing your work today?

Samantha: The construction industry prepared me a lot because things can change so quickly. You have to have a tough skin and often work with people in departments or fields you're not familiar with, but you still need to communicate effectively to bring a project together. It taught me to be resourceful and to think on my feet. Those skills are invaluable at BCIC, where we're often coordinating with various stakeholders and need to adapt quickly to new challenges.

Q: What's the most unexpected skill you've developed since joining BCIC?

Samantha: Weirdly enough, there are two: Excel and networking. I'm not going to say I'm an Excel wizard now, but I use it a lot more and am learning more about its functions. As for networking, it's not just about socializing but connecting effectively. By observing colleagues like Cori, Nathan, and Nelson, who all have their own styles yet are effective communicators, I've learned a lot. It’s surprising how many different ways there are to network effectively.

Q: You have a Six Sigma Yellow Belt, which is super interesting. For readers who aren’t familiar, can you explain what Six Sigma is and how it’s helped shape the way you think about solving problems at BCIC?

Samantha: Six Sigma is a methodology focused on becoming more efficient and effective by minimizing errors and waste through measurement and analysis. It involves a cycle of defining, measuring, analyzing, improving, and controlling processes. At BCIC, this influences how I approach measuring our key performance indicators. For example, after an event goes well, we assess what we did before, during, and after to see how we can replicate or improve it next time. It’s about ensuring we have a positive impact that we can showcase, scale, and possibly implement elsewhere.

Q: Has your CrossFit training ever come in handy at work?

Samantha: Absolutely! In CrossFit, sometimes you're working out and it's tough; you have to be persistent and resilient. Similarly, at work, you might deal with challenges like community members wanting to use resources that don’t quite fit their needs. You have to figure something out, be resourceful, and remain respectful even when people are upset due to guidelines or procedures. It’s about finding alternative solutions or gracefully navigating situations where a positive outcome isn’t immediately apparent.

Q: What’s your secret for staying energized through long days of helping entrepreneurs?

Samantha: I genuinely like the people I work with and the initiatives I help move forward, which keeps me going. Also, working with different entrepreneurs and programs in various capacities is exciting because I'm continuously learning and trying new things. Seeing how they evolve keeps me energized.

Q: We know you're great at optimizing workflows at work, but what's the most optimized part of your personal life? Do you have a hack or routine that you swear by?

Samantha: For me, it’s pretty basic but effective: waking up when my first alarm rings and doing what I said I was going to do the day before. Whether it’s working out, making breakfast, or meal prepping, I stick to my commitments. Sometimes we overthink and over-plan without executing, which can be counterproductive. So, I focus on following through with my plans.

Q: Have you ever had a lightbulb moment during a workout that solved a work problem?

Samantha: Not during the workout, but definitely after. Exercising helps clear my mind and refreshes me. Getting away from the screen and staying active is part of what keeps me energized and ready to come back to work with a fresh perspective.

Q: You've been a part of the Startup Texas Innovation Competition and other events. What's the coolest project or startup you've seen come through BCIC, and why did it stand out to you?

Samantha: I don’t have a specific startup, but I really enjoyed the last Quality of Life Startup Texas competition during Startup Week in May. I had just started this job, but now I can see how the team’s hard work culminates in these events. The goal is to improve the community, and you see it happening. For example, the winner, Chirina's, not only benefited himself but also his business, employees, and the community that enjoys those restaurants. Even those who didn’t win often continue to engage, and we can keep helping them. It’s really cool to see all the work come together.

Q: What’s one thing about Brownsville that always surprises visitors you meet through BCIC?

Samantha: I think it’s the sense of community! I’ve talked to people who are from here and left, and others who aren’t from here but now call this home. They often mention that the community here is unique and something they haven’t found elsewhere. Brownsville has a lot to offer and great potential. We’re definitely growing, and it’s wonderful that we have a sense of community where we can come together, support each other, and engage in various activities.

Q: When you're not working, how do you recharge? Do you have a favorite hidden gem in Brownsville where you go to unwind?

Samantha: I do two things to unwind. Either I spend time by myself watching Hulu, Netflix, or any streaming service—finding a show and just binge-watching—or I get coffee and go for a walk. I’ll spend some time at a coffee shop; recently, Warbler has been my latest obsession, but I’ve tried most of the coffee shops around town. Then I’ll go for a walk on the trail by the Events Center or Linear Park—just being out in nature helps me relax.

Q: Looking to the future, what's the biggest opportunity you see for BCIC? Is there something coming up that you're particularly excited about or that you think will make a big impact?

Samantha: I know the team is working towards becoming a hub or a central part of the ecosystem—not just for Brownsville but potentially for the entire Rio Grande Valley. We aim to offer resources as a one-stop shop, connecting people before, during, and after their entrepreneurial journey because growth is continuous. There are different facets to that, and becoming that hub and playing a key role in the ecosystem is really exciting.

Q: What's your go-to book recommendation for someone who says they don't have time to read?

Samantha: The first one that comes to mind is The Alchemist by Paulo Coelho! It’s not a hard read and is quite short, but it’s deeply philosophical and thought-provoking. It encourages reflection not only on oneself but also on the world. It gives you space to just be and feel or to take a break.

Q: You work with so many startups, but what's a trend or innovation that personally gets you excited, even if it doesn't come up in your daily work?

Samantha: While technology, energy industries, and manufacturing are big right now—especially with developments like SpaceX and LNG—I get more excited about seeing other companies and organizations becoming part of the ecosystem. For example, the Alamo Angels chapter represents investors becoming part of the ecosystem to grow this hub. Partnerships with universities like UTRGV are also thrilling. There are different components needed to feed into the ecosystem, and these external factors play a key role in building it. It's exciting to see all that happening.

As BCIC aims to become a central hub for entrepreneurship in the Rio Grande Valley, Samantha's genuine enthusiasm for fostering growth - both in herself and in the entrepreneurs she supports - proves invaluable. Her approach mirrors the advice she gives to aspiring entrepreneurs: commit, follow through, and embrace continuous learning. With her practical mindset and commitment to the community, Samantha is helping build a stronger, more connected entrepreneurial landscape in Brownsville, one project at a time.