In East Salinas, where family-owned businesses are the backbone of the community, a collaboration is helping them build an online presence and reach more customers. Crown College’s GetVirtual program at UC Santa Cruz and the Salinas United Business Association (SUBA) have joined forces, with students leading the way.
GetVirtual was launched during the COVID-19 pandemic to support local businesses struggling to stay afloat. Created by UC Santa Cruz faculty member Nada Miljkovic, the initiative provided businesses with free, student-built e-commerce websites and digital marketing strategies.
“When we started, it was just about helping businesses survive the pandemic,” Miljkovic recalls. “We had no idea it would grow into something so much bigger. Now, it’s not just about websites—it’s about giving students real-world experience and providing small businesses with lasting digital tools.”
Among the first to join the initiative was Yuliya Monastyrska (Crown ‘22, economics and literature). Initially interested in politics, she discovered a passion for business management and creative problem-solving through Miljkovic’s entrepreneurship class. As one of GetVirtual’s founding students, she quickly saw how she and her peers could support the local economy.
“GetVirtual taught me that I didn’t need to wait to graduate to make an impact,” Monastyrska said. “We were just students, but we were able to help keep these businesses running during one of the toughest times.”
Since then, GetVirtual has grown significantly. Over 300 students have gained hands-on experience in project management, client communication, and website development, while more than 200 businesses have benefited from their work. Monastyrska’s journey came full circle when she transitioned from student to instructor, now leading the GetVirtual course at Crown College.
“The number one skill students gain is real experience in communication—whether it's with clients or within their teams,” Miljkovic emphasizes. “The program is about more than just building websites, coding, or design; it’s about building relationships.”
Alejandro Chávez (Merrill ‘93, history), a UC Santa Cruz alumnus and executive director of SUBA, saw the potential in partnering with GetVirtual. The collaboration felt like a natural extension of his formative experiences at UCSC, where he was actively involved in student organizations and community work.
“SUBA is dedicated to fostering community unity and supporting local businesses,” Chávez said. “GetVirtual was a perfect fit because it helps these businesses transition to the digital world in a culturally relevant and accessible way.”
One example is a Salinas family-owned masa, tamales, and tortilla business that, with GetVirtual’s help, launched a website and expanded its customer base. Business is booming, and they plan to use the website to offer online pre-orders soon.
This year, SUBA celebrates 20 years of championing local businesses in East Salinas, marking two decades of advocacy, economic development, and community support. With a mission to establish a Business Improvement District for over 550 businesses, SUBA plays a crucial role in strengthening the local economy in a region where the population fluctuates between 160,000 and 220,000 due to the agricultural season.
The partnership between SUBA and UC Santa Cruz is part of a broader effort to connect academic resources with local entrepreneurship. A key player in this effort is the Center for Innovation and Entrepreneurial Development (CIED), which oversees GetVirtual and supports student entrepreneurship initiatives. CIED’s impact was recently recognized with the Excellence in Entrepreneurship Teaching and Pedagogical Innovation Award by the Global Consortium of Entrepreneurship Centers.
The GetVirtual course, sponsored by Crown College, serves as a gateway for students to gain real-world consulting experience. Top-performing students have the opportunity to transition into paid internships through partnerships with organizations like the Santa Cruz Small Business Development Center (SBDC), allowing them to receive both academic credit and compensation for their work.
The program has also extended its reach beyond UCSC, allowing students from other public colleges to participate through the Open California College program. Additionally, a UCSC Coursera version of GetVirtual enables students to learn at their own pace and apply as volunteers before moving into paid positions within the program.
For Miljkovic, Chávez, and Monastyrska, the GetVirtual and SUBA collaboration is about more than technology—it’s about creating meaningful opportunities for students and small businesses alike.
“We’re teaching students how to find smart and forward-looking solutions for clients and make an impact in their communities,” Monastyrska said. “And the businesses? They’re building a stronger presence in a digital marketplace and expanding their reach, thanks to this unique partnership.”
