Gustavo Razzetti > www.StrategicSense.net

Gustavo Razzetti, Founder & President, StrategicSense.


What do you need to be an entrepreneur?
Intuition, persistence and boredom (dissatisfaction is the best motivation to fight the status quo).
And, of course, common sense.


What did inspire you to start your business?
Years of listening to clients and agencies asking the same question, “I know there’s a great growth opportunity targeting the Hispanic market, but what’s the right approach or strategy for my business?”


How did you finance it?
Starting a professional services firm doesn’t require a huge investment.


Being Hispanic…Does it have any influence on your business?
Yes and No. I work on multicultural because of my experience in that market not because I’m Hispanic. But being Hispanic provides a more fresh and straightforward approach to my business.


In the face of adversity, how do you decide to keep going?
Adversity and success are the two sides of the same coin. And the coin is flipped every day.


What is the biggest challenge your business has faced?
After so many years working in ad agencies, I always saw other agencies as competitors. Today Marketers as well as Agencies are my clients. I provide consulting services to both, on their path to grow their multicultural business.


If you could change one thing about your business, what would it be?
I would have started it earlier.


What was your childhood ambition?
Becoming a successful fiction writer.


Tell us about three entrepreneurs that you admire?
Steve Jobs x 3:
He invented Apple.
He re-invented Apple when he was re hired as CEO.
He re-invented himself.


For business meetings: breakfast, lunch, or dinner?
Dinner, there are fewer interruptions (people tend to check their Blackberry less)


What sacrifices on your personal life did you have to make in order to become a business success?
Personal and family time. But I’ve learned to dedicate more quality time to the people I love.


What is your favorite quote?
“What got you here, won’t get you there”. Many people believe that because they made great achievements in the past that they would be successful forever. Future success is a consequence of today’s actions and decisions.


Is it difficult to be unconventional?
Actually, I think it’s easy. I guess that copying other people and not being you must be much harder.


Biggest mistake made?
Having worked for others for a long time, making money for others that I could have made for myself.


Do you consider yourself an innovator? Why?
Yes, because I get bored pretty easily and I’m always trying to find a better way to do my job. And I like to challenge people to test the limits.


About the Company:
StrategicSense helps bridge the gap between advertising agencies and marketers that want to grow the business tapping into the fastest growing segments: Hispanic and African American consumers.
Gustavo Razzetti, President & Founder has been familiar with U.S. Hispanic and Latin American markets for more than 20 years, working with top consumer brands such as DIRECTV, Walgreens, Verizon, Nestlé, Chivas Regal, General Motors, Coca-Cola and BBVA. A veteran agency manager and strategist, Gustavo is the former President of GlobalHue NY and former CEO of Euro RSCG Latino. He has run five different agencies in New York, Argentina and Puerto Rico.


StrategicSense is about helping clients enhance growth and shareholder value capitalizing on the opportunities presented by today’s dynamic multicultural America. Consulting Services are focused on: Multicultural Opportunity, Multicultural Strategy & Agency Management. Clients are well aware that if they want to grow the business, multicultural is the way to go, but they need strategic consulting to build an effective strategy and approach. http://strategicsense.net/

Yolanda Hernandez > www.FiveStarTours.com

Yolanda Hernandez, Founder, Five Star Tours & Charter Company

What do you need to be an entrepreneur?
Not timid to make the leap to start chase your dreams; forward looking, optimistic and confidence in yourself.


What did inspire you to start your business?
After my husband lost his job, I realized that was the best thing that happened because we were prepared to start our own business.


How did you finance it?
Savings and a second mortgage. I worked for the San Diego City Schools for 32 years and I saved all my salary and also took out a second loan on our house.


Being Hispanic…Does it have any influence on your business?
Of course! Being Hispanic woman has influenced our drive to succeed. As the only woman owner of a bus business in San Diego, my resolve is stronger.


In the face of adversity, how do you decide to keep going?
We must continue to be very positive and not be swayed by adversity.


What is the biggest challenge your business has faced?
When my husband died in 2002. I felt like my world collapsed. I had to be very strong to continue, because the future of my children was in my hands. Thank God, they each studies business administration, graduated from universities and now they are in charge of the business. And they are doing quite well.


If you could change one thing about your business, what would it be?
Changing old buses with new ones.


What was your childhood ambition?
To become a doctor. However, my parents did not think this was a proper career choice for a woman and would not permit me go to college.


Tell us about three entrepreneurs that you admire?
* Carlos Slim Helu is the wealthiest man in Mexico. He works with his sons.
* Walt Disney, the founder of the Disney Company. In the early day’s first films, Mickey Mouse’s voice was dubbed in Walt’s own falsetto voice.
* Sam Walton, founder of Wall Mart began working as a cashier in his first supermarket.
* Ray Kroc, founder of McDonald's.


For business meetings: breakfast, lunch, or dinner?
I prefer lunch, because after 32 years of getting up at 5:30 am, I now rise at 9:00 a.m.


What sacrifices on your personal life did you have to make in order to become a business success?
Sleep. I always had the support of my husband and never sacrificed family. They have always been my number one.


Do you consider yourself an innovator? Why?
We are very proud to serve the community of San Diego and Mexico and provide an excellent service to the community. We first give thanks to God our Lord and second to the United States as the land of opportunity.


About the Company:
Five Star Tours & Charter Bus Company is a respected leader in the transportation industry. San Diego's tour bus leader since 1972, Five Star Tours provides the safest most dependable charter bus service in San Diego and Southern California. For more information please visit http://www.fivestartours.com/, or for media inquiries contact Richie Matthews at Richie@dialogo.us.

Alejandra In Design > www.AlejandraInDesign.com

Alejandra Hines, Creator, Alejandra In Design.


What do you need to be an entrepreneur?
You must have an abundance of the following: determination; vision; passion and the knowledge and humbly confident expression within yourself that God is directing you as you walk in the steps of your destiny.


What did inspire you to start your business?
God and all of the beautiful things He has created inspires me every day.


How did you finance it?
I started my company with $300 and a ton of grit.


Being Hispanic…Does it have any influence on your business?
Being Hispanic has its own nuanced way of life, so you can never escape it—it is a part of you to be embraced. How we interact with our family, our customs, our music, the dramatic characters and joie d ‘vive, as the French say, definitely influence how I perceive my art of business and the business of art.


In the face of adversity, how do you decide to keep going?
I choose to keep moving Upward and Onward, as it is said in English, because adversity is truly a lesson in disguise and extracting the message is what I believe God has in mind for us all. So keep it moving!


What is the biggest challenge your business has faced?
Doubt. A cherished person told me that I couldn’t do what I am doing now. I had to understand that one person’s doubt is just that, one person’s doubt—let it go.


If you could change one thing about your business, what would it be?
Truly, I would not change a thing because it would be very unappreciative of all of the blessings that I have received and continue to receive.


What was your childhood ambition?
I wanted to be a doctor, maybe a Grey’s Anatomy type—lol. Seriously, my grandmother was one of the first fully trained nurses in Costa Rica, so I was exposed to medicine for a good portion of my life. I think I couldn’t dissect frogs, so how was I going to dissect a human?


Tell us about three entrepreneurs that you admire?
I admire all of the people that have paved the way for me to do what it is that I love to do. I especially admire the women that had the courage, determination and savvy to navigate in uncharted waters and find a land of their own.


For business meetings: breakfast, lunch, or dinner?
For me, lunch is best. It really sets the tone for the rest of my day (I like to work late into the nights/mornings).


What sacrifices on your personal life did you have to make in order to become a business success?
Any sacrifices that I’ve had to make have been necessary for this journey and I love them all!


What is your favorite quote?
I can’t wait to be on a stage in front of a large televised audience so I can say, “to God be the Glory!”


Is it difficult to be unconventional?
No, I look at my unconventional-ness as conventional, so I don’t even bother to try to figure it out.


Biggest mistake made?
I’ve trusted people at times and that has caused me to learn some very dear lessons. It’s not that I do not trust anyone, but there are moments where you can only trust what is in your heart and in your mind.


Do you consider yourself an innovator? Why?
I love to study people and figure out what would look good on them, or what might look good in their home and use my imagination, so that’s part of being an innovator. I love to create, so that’s another part of the formula, but to me God is the greatest innovator, so I just show up and listen.


About the Company:
AlejandraInDesign began as an off-shoot of its sister company, Alejandra’s Pearls, Inc. which was established in May of 2004. Costa Rican born jewelry designer, Alejandra, began her career designing jewelry as an expression of her vision of the female form as a walking, breathing and living work of art; therefore the jewelry and accessories should match the aura and energy of art—it should come to life and embody the unique passion of each woman. “Each piece has its soul mate,” Alejandra proclaims, “I design pieces of art for women to wear and each piece finds its match, eventually. What strikes one woman a certain way may have the opposite effect on another, so it is truly a creative birthing process, in a way” A portion of the proceeds generated from sales is donated to a cause that is personally selected by Alejandra and her staff. She has donated time, pieces, hope, energy, money and love to a number of different causes related to women and children since the company’s inception. Some notable charities and causes are the American Diabetes Association, The Northern Westchester Women’s Shelter, NYU’s Ovarian Cancer Research, Blythedale’s Children’s Hospital and The Hudson River Museum’s program to bring astronomy to economically disadvantaged children, to name a few. Alejandra’s passion for producing pieces of classically elegant, yet unique jewelry can be matched only by the joy she receives in helping those who are in need. The story of AlejandraInDesign is one of perseverance and positivity. All it takes is to speak to her personally to catch the infectious spirit of this Latina designer. “My mother taught me tenacity and undying expressive love, that is why my new line of jewelry carries her name, Elisa, in her memory.” AlejandraInDesign will be the featured jewelry designer for the internationally recognized Fashion Designer Andres Aquino at Couture Fashion Week, which will be held at the historic Waldorf Astoria Hotel in New York City at 8pm on September 11th.

AlejandraInDesign’s showroom is located in Westchester County, New York and Alejandra can be reached by appointment at (212) 631-5898 or by email at Alejandra@AlejandraInDesign.com.
Visit her website at http://www.alejandraindesign.com/ to view her collection.

Denise Portillo > www.IlBellaCafe.com

Denise Portillo, Owner, Il Bella Café & Il Bella Events.


What do you need to be an entrepreneur?
It begins with an imagination, you must have faith that your plan will grow into your largest dream.

What did inspire you to start your business?
I have always sought comfort in cooking and being outside with flowers. I’ve been taught that it was important that you get a formal education from a 4 year college in order to get a good paying job, and although I went to college a few semesters there was nothing that I really loved except decorating, cooking and creating floral arrangements. After I had my daughter Sophia I decided that I wanted to wake up every morning loving what I do instead of dreading that it’s Monday and couldn’t wait until Friday. That didn’t appeal to me at all, so I decided to merge all over my so called “hobbies” and create a business on what I did best.

How did you finance?
Fortunately I had the luck of having good jobs prior to being in the culinary field which allowed me to save and open the catering company. Once I launched it I began to save from the events and then opened Bella Café.

Being Hispanic does it have any influence on your business?
I get the opportunity to create traditional new dishes from different Hispanic countries and I am fortunate to work with lots of wonderful Hispanic organizations.

In the face of adversity, how do you decide to keep going?
Determination, hope and inspiration; life is good even though its difficult at times we all get through it and I love what I do that’s always important to keep me going. There have been times that I often wonder what am I doing? Would life had been better if I had gotten my four year degree, but throughout life there are always challenges and without them I believe that there would be no appreciation for what you have in this world.

What is the biggest challenge your business has faced?
My Café being vandalized was very difficult to recover from, which was completely destroyed and without a kitchen. It’s taken us ten months to reopen, but we did it and its made us stronger. The time came that I had to make a choice if I was willing to risk reopening my business and possibly something devastating happening again, but this is what I have worked hard for so I was not about to throw in the towel.

If you could change one thing about your business, what would it be?
Creating a way of being more organized...Other than that the lessons as hard as they have been are worth going through and coming ahead with a smile.

What was your childhood ambition?
My childhood ambition was of course to be a wife and a mother of four then once I got older I always wanted to cook and create table settings and flowers. So in my twenties I was indecisive and then by the time my daughter was born I decided what I wanted.

Tell us about three entrepreneurs that you admire?
I admire Oprah Winfrey, Ellen De Generes, and Frieda Kahlo. All three women have shown great strength in many difficult challenges and have always remembered to appreciate what they have and show kindness to their fans and the less fortunate.

For business meetings: breakfast, lunch or dinner?
Whichever I am not in the kitchen. Bella Café is open for breakfast and lunch and soon we will be opening for dinner. Our catering side--Bella Events--is an International Cuisine company which specializes in creating menus and beautiful ambience, the catering side is a full service company.

What scarifies on your personal life did you have to make in order to become a business success?
I waited until I was 30 to start a family, with my busy schedule I have time for my daughter and my business, finding someone to understand that is difficult. Most of the time my understanding family and daughter go with me to work but my schedule sometimes is hectic and I miss quite a few dinners and parties.

What is your favorite quote?
“Kind words can be short and easy to speak, but their echoes are truly endless,” by Mother Teresa.

Is it difficult to be unconventional?
At first I was intimated because the culinary world was dominated by men primarily. I am a single mother so that made me more determined to succeed in any world. Our world is what we make of it.

Biggest mistake made?
Not trusting my instinct, my grandmother “Mama Honey” always told me when in doubt listen to your instincts; it was put there for us to listen to it would never steer me wrong. She was right.

Do you consider yourself an innovator?
Yes, I create dishes I believe bring comfort to people who eat them. I visually create an atmosphere that is appealing so that my clients and customers have the entire sensations: smell, sight, taste, etc., experience.

About the Company:
Chef Portillo, Executive Chef-Il Bella Café, food consultant, spokesperson and Owner, Il Bella Events

Chef Portillo grew up in Los Angeles and has become a culinary and entrepreneurial inspiration. Inspired by her family, Chef Portillo has become a world class chef, food consultant, spokesperson, and entrepreneur running her own first class catering company. With her talents and expertise in food, nutrition and health, lifestyle, and topics that affect the entire family, this Latina wonder is making waves in the world of international organic cuisine.
Chef Portillo has devoted her life to her two passions - mastering and refining the art of cooking, and educating her fans about how to enjoy complex International organic cuisine in a healthy way. "My mission is to create a delicious culinary experience with event de'cor that tantalizes the senses," Portillo says.

With a degree in Culinary Arts from the famous Le Cordon Bleu - California School of Culinary Arts, Chef Portillo has studied and practiced the intricacies of international organic cuisine. Widely recognized in culinary circles as an emerging international organic cuisine thought leader, Chef Portillo was recently named Culinary Woman of the Year by the National Latina Business Women Association, Los Angeles.

Based in Los Angeles, Chef Portillo is owner and Executive Chef for Il Bella Events, which is so hot that Chef Portillo opened Bella Café last month. The response to Denise's new restaurant has been immediate and positive, and she plans on opening three more Bella Café's in the L.A. region in the next few years.

Chef Portillo supports health, ecology and multicultural health education through her work with the Whittier Conservatory and Young Adults in Juvenile Hall, Los Angeles. Whether she's teaching nutritious cooking at her restaurant, or at an event, Chef Portillo is on fire with her desire to share everything she has learned to create a delicious culinary experience with event de'cor that tantalizes the senses!"
http://www.ilbellacafe.com/

Lucas Compan > www.nin9branding.com

Lucas Compan, Founder & CEO, Nin9 Branding™


What do you need to be an entrepreneur?
PPP = Passion + Patience + Persistence


What did inspire you to start your business?
Enthusiasm! Enthusiasm is excitement with inspiration, motivation, and creativity.


How did you finance it?
I started my business from scratch. I am Brazilian and starting everything from zero is like a sport in Brazil.


Being Hispanic…Does it have any influence on your business?
Well, as a Brazilian I can understand the Latino and Hispanic feelings. However, there are some particularities in Brazil that you will only understand if you were born and raised in Brazil.


In the face of adversity, how do you decide to keep going?
Adversities can be great opportunities. I could say that if you have passion, you are an optimist, meaning you see opportunity in every difficulty. Moreover, adversity brings knowledge, and knowledge brings wisdom.


What is the biggest challenge your business has faced?
Everyday is a challenge when you want to be a great company instead of just a big company.


If you could change one thing about your business, what would it be?
I should have started my own business 10 years earlier.


What was your childhood ambition?
Play soccer in the Maracanã stadium with 100,000 fans.


Tell us about three entrepreneurs that you admire
Steve Jobs, Assis Chateaubriant and Alessandra Compan, my wife


For business meetings: breakfast, lunch, or dinner?
Skype, Webex or at a good coffee shop.


What sacrifices on your personal life did you have to make in order to become a business success?
I spent ten years with no vacations.


What is your favorite quote?
Do not take life too seriously. You will never get out of it alive.


Is it difficult to be unconventional?
No at all! We need to push ours and others limits and try to leave our comfort zones.


Biggest mistake made?
I used to be a workaholic during those 10 years with no vacation.


Do you consider yourself an innovator? Why?
Yes! We use to create and implement new good ideas 3 to 5 years before our competitors.


About the Company:
A Warm Welcome From the First Brazilian-American Branding Agency on Earth


Nin9 Branding™ team has been familiar with the Brazilian-American business highway for over 10 years. We are a creative and vibrant team, headquartered in New York City – with an office in São Paulo City, dedicated to forging stronger brands and business between Brazil and the United States through marketing campaigns that are far more than just creative pieces or brand design.


Nin9 Branding™ is about creating strong emotions between Brazilian brands and American consumers, as well as creating pertinent ties between American brands interested in Brazilian consumers – in a sustainable way of creating brand communication. Nin9 Branding™ is a great company, then we like great companies – no matter they are big, medium-sized and small Brazilian companies with a presence in the USA. Nin9 Branding™ is also the intelligent choice for American companies that are targeting Brazilians, both in the USA and in Brazil. With Brazil rising in the emerging global power scene, we think that it is definitely time to show the world that Brazil is much, much more than just samba, capirinha, and toucans — although these are strong cultural Brazilian icons.


http://www.nin9branding.com/

Daisy de la Cruz > www.dlc-media.com

Daisy de la Cruz, Founder, De La Croix Media Group


What do you need to be an entrepreneur?
You need ambition and determination.


What did inspire you to start your business?
My hardworking mother and father. I always knew I wanted to own my own business, I wasn't sure in what; but my parents were my number one drive in making it happen.


How did you finance it?
As a service provider, starting a business doesn't require much capital. I started with a laptop, the right software and a headful of ideas (free of charge :)


Being Hispanic, does it have any influence on your business?
Absolutely. I love working with my Hispanic community in helping their own businesses prosper.


In the face of adversity, how do you decide to keep going?
My dream is to open 6 locations nationwide, amongst other endeavors. Nothing is going to get in my way.


What is the biggest challenge your business has faced?
Educating other business owners on the importance of having a marketing plan. A lot of people feel they don’t need it, that it's a luxury - when in fact, it is just as important if not more than a business plan.


If you could change one thing about your business, what would it be?
It's hard to say... I really wouldn't change anything!


What was your childhood ambition?
I really thought I was going to be a teacher. Then I thought, maybe I'll be an interior designer - then I fell into communications, and the rest is history


Tell us about three entrepreneurs that you admire?
The entrepreneurs I admire most are those who migrate from a different country into this great land, leaving everything they know - and become successful business owners. Most of them do it with under a hundred dollars in their pocket; now THATs admirable.


For business meetings: breakfast, lunch, or dinner?
Lunch is a bit cliché - I like to have cocktail hour


What sacrifices on your personal life did you have to make in order to become a business success?
My "free" time. I always find a way to unwind, but if business calls, I have to answer no matter what time of the day or night it might be.


What is your favorite quote?
Wow this is a tough question, since I always find my self quoting great philosophers... If pressed, I would have to say:
“Imagination is more important than knowledge” Albert Einstein


Is it difficult to be unconventional?
In marketing and PR, every project requires some kind of innovation and 'stepping out of the box,' if you will. Otherwise, it would all become mundane.


Biggest mistake made?
The biggest mistake I've made would have to be trusting the wrong people. In business, its great to have allies, but the wrong ones can certainly damage more than meets the eye.
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About the Company:
De La Croix Media Group is a multicultural marketing firm, specializing in graphic & web design, grass roots marketing, social media & event production and management.
http://www.dlc-media.com/

Mauricio Duran > www.Sieena.com

Mauricio Duran, Founder, Sieena


What do you need to be an entrepreneur?
You need to have a dream, something that will keep you going every day and helps you understand and manage the risks of running a business. You also need to be passionate about your work, and be willing to go the extra mile to achieve your goals.


What did inspire you to start your business?
We wanted to build a different type of company. We were inspired by the work done by companies like Microsoft and we wanted to build innovative software using talented resources from the Hispanic community. Our vision was to create a company where talented software engineers could enjoy challenging projects and a great work environment. We take particular pride when our solutions get released to the market and they are used by thousands of people around the world.


How did you finance it?
We spent roughly $2,000 to create the company, bought a couple of laptops and a domain. One of our best clients, and a good friend of us, hired us to build a new web application and he gave us a payment in advance. We used the money to get a small office and pay the first salaries.


Being Hispanic…Does it have any influence on your business?
Yes, people enjoy working with our team. The Hispanic culture has a lot of similarities with the US culture. This gives us the opportunity to team up with our clients and work side by side on projects that require frequent, open and direct communication.


In the face of adversity, how do you decide to keep going?
We are lucky to have a great team, including our employees, clients and vendors. Our loyal clients have kept us busy even during the worst economic crisis in the US history. It is easy to wake up in the morning when you know that there are people in the office that are always willing to help, and work hard to meet our client needs.


What is the biggest challenge your business has faced?
Our biggest challenge was to find a niche market where we could specialize. This helped us get a better place in the value chain and offer clear benefits to our clients.


If you could change one thing about your business, what would it be?
There are a few things we are trying to change; we are learning from previous experiences and developing new service offerings, improving our processes and becoming more disciplined about running our business. We started as a young group of software developers and have evolved into managers and directors with different and new responsibilities.


What was your childhood ambition?
I wanted to be a successful architect, but this changed as soon as my parents got me an Atari XE and I started programming.


Tell us about three entrepreneurs that you admire
Without any doubt, the entrepreneur that I admire the most is Bill Gates. I had the opportunity to meet him in the summer of 97. He responded candidly to all our questions and he gave us more than one hour of his time to talk about Microsoft and his vision about business and technology. Another person I really admire is Miguel de Icaza, one of the most talented software developers in the world, and also a successful entrepreneur.


For business meetings: breakfast, lunch, or dinner?
All of the above. We spend a lot of time with our clients and we like to invite them out to meet in a relaxed environment.


What sacrifices on your personal life did you have to make in order to become a business success?
I travel frequently and that takes some time away from my family. I am lucky to have wife that understands this and provides the support needed to continue growing the business. It would be hard to focus on business activities without having the right balance between personal, family and work time.


What is your favorite quote?
Your network is your net worth. I read this quote a few years ago and it made me realize how important it has been to maintain a close relationship with the people we work with.


Is it difficult to be unconventional?
We don’t think about ourselves as unconventional. We are hardworking people, and there is no magic sauce for success. We had to learn a lot of things about running a business, including topics like sales and marketing. These were new areas for us, since we all have a background in engineering.


Biggest mistake made?
Our biggest mistake was to focus too much on a single aspect of the business, and not paying attention to other functional areas. We used to work a lot with companies in the real estate industry and we got hit by the financial crisis probably before the rest of our competitors. In a way, this was a good thing because it made us realize that we needed to pay attention to all the areas involved in running a business. Now we have formal sales and marketing organizations, a strong financial and accounting department and well defined HR policies and procedures.


Do you consider yourself an innovator? Why?
Yes, we help our clients build innovative solutions and Sieena has received innovation awards for the work we have done in the past few years. Our work is to find innovative ways to use technology to satisfy our client’s business needs.


About the Company:
Sieena is a Nearshore software development firm specializing in market research, entertainment and startup companies. We help our clients use technology to get ahead of their competitors. We achieve this by using our vertical expertise and the experience obtained by delivering successful engagement for more than 6 years.
Sieena is a certified Microsoft Gold Partner with competencies in Business Intelligence, Collaboration Portals, Software Development, Web Development and Data Management. More than 90% of our staff is certified and we have won multiple awards for innovation and design. We leverage our development center in Monterrey Mexico to provide competitive pricing to our clients.
For more information visit http://www.sieena.com/

Nate Suppaiah > www.AlternativeLatinInvestor.com

Nate Suppaiah, Founder, Alternative Latin Investor.


What do you need to be an entrepreneur?
Find something you love to do, and you'll never work a day in your life.
Jobs I've had in the past were just that, jobs, which were a necessary part of my life in order to survive. As an entrepreneur, work is part of my live and vice-versa, where I live, who I work with, what I do, learn, how I act, are all an integral part of my work and life which are one. I find this the most fulfilling way to live and a lifestyle that is not offered by working for other people.


What did inspire you to start your business?
Moving from Beijing to Buenos Aires I found a lack of 'real jobs' with adequate compensation. In addition for the past 12 years I have been traveling the world collecting a seemingly random set of skills, stock broker in Chicago, paramedic in Montana, propaganda writer for the Chinese Ministry of Culture, management consultant, the list goes on. Starting my own business gave me an opportunity to apply ALL of my skills, not only the ones a company would deem necessary.


How did you finance it?
In the beginning I used savings from the China days, then freelance journalism, financing might become an issue as we continue to grow and have a larger internal infrastructure to support.


In the face of adversity, how do you decide to keep going?
The fear of letting down my team keeps the candle lit at both ends.


What is the biggest challenge your business has faced?
Starting from scratch with no solid background in internet media. We've had to learn from zero how to do most things, i.e. deal with programmers, attract media coverage, search engine optimization, etc. In the long run this will make us a much stronger, self-reliant company, but in the short run it takes a great deal of time, patience and faith.


If you could change one thing about your business, what would it be?
Without sounding overconfident, we have learned from every mistake we have made, making us grow and learn at an exponential rate, rather than a linear one free of mistakes. Taking this into consideration, there is nothing we have done which I would change. I couldn't be more proud of what our team has accomplished in 12 months.


What was your childhood ambition?
To be a pilot, see the world, have no ties. Just need to learn how to fly and I'm there.


Tell us about three entrepreneurs that you admire?
Howard Hughes, Richard Branson, Hugh Heffner: The saw a need, they filled it, but NEVER conformed. Hipocracy should be a deadly sin, these fellows acted in success prior to it. That is to say, if success means changing who you are, I don’t want it.


For business meetings: breakfast, lunch, or dinner?
Lunch. Middle of the day, people have had time to get themselves together, but aren't too tired or ready to go home. After a lunch meeting both parties can still go back to the office confer with colleagues, and get back to you in the same day. Unlike breakfast its acceptable to have wine. This is for a mutually beneficial meeting, for a client, dinner is best, to wine and dine. Breakfast works well at conferences or if person is just visiting your city, brunch works quite well.


What sacrifices on your personal life did you have to make in order to become a business success?
Since the age of 17 I have never lived in the same city for more than 3 years. In addition it is difficult to give personal relationships the work and attention they require when your work is never done.


What is your favorite quote?
Only those who risk going too far can possibly know how far one can go.
TS Elliott


Is it difficult to be unconventional?
Have never been conventional, couldn't say


Biggest mistake made?
Spending a year in pre-med pretending to want to be a doctor.


Do you consider yourself an innovator? Why?
The commercial application of an invention is innovation. We have the product, we have the team, we have the look, but are just starting to monetize these factors. Until that time we have yet to innovate.


About the Company:
Alternative Latin Investor is the first bimonthly digital magazine providing information on alternative assets classes in Latin America
For free access to the full contents of the magazine and special reports visit http://www.alternativelatininvestor.com/

Alicia Santistevan > www.AliciaSantistevan.com

Alicia Santistevan, Creator, Alicia Santistevan.


What do you need to be an entrepreneur?
Courage, tenacity, and enough money for at least six-month’s bills.


What did inspire you to start your business?
The freedom I experienced in freelancing while I still had a full-time job.


How did you finance it?
Savings, a business loan, and the continuous support of my boyfriend.


Being Hispanic-Does it have any influence on your business?
Absolutely! As a photographer, I am always consciously or unconsciously adding my voice, experience and opinion to every image.


In the face of adversity, how do you decide to keep going?
I decided from the beginning that failure was not an option. I keep problem solving and asking myself what I can do to make it better and keep growing.


What is the biggest challenge your business has faced?
I think the obvious answer is money, but really it’s adapting to a changing economy and photographic industry. Learning to optimize my contacts and continuing to network was key in overcoming this.


If you could change one thing about your business, what would it be?
Cash flow and my accounting workflow...but I’m working on it!


What was your childhood ambition?
To be someone to be remembered-someone above average. Someone who makes a difference through what I do and who I am. Someone who does something GREAT. Come to think of it, I STILL have that ambition.


Tell us about three entrepreneurs that you admire?
Maya Angelou-she is by far one of the most awe-inspiring, trailblazing women I can imagine. Her work for African-Americans, the arts and her creative thought all render me humble and speechless. Can read her books over and over and still learn something new every time.


My mentor, Anne Lazarus. Her ruthless sense of business and her ability to be, (in her words), matter-of-fact are incredible.


George Lopez. He is the epitome of taking what you’re good at and running with it!


For business meetings: breakfast, lunch, or dinner?
I like to be flexible to what works best for my client. Some people are morning people and some are not. I find it makes people more at ease to meet with if it is at a time when they are not rushed to run off to another obligation.


What sacrifices on your personal life did you have to make in order to become a business success?
Well, my whole “quality of life” had to shift. No more getting my hair and nails done every month, no personal trainer or impulse shopping. These small things add up to a big difference when most of my income needs to back into my business. I am much more mindful of expenses and need vs. want.


What is your favorite quote?
There are SO many. If I MUST pick just one, though, it would be one my Dad used to often say: “It’s not the size of the dog in the fight, but the size of the fight in the dog.” My Dad was so smart.


Is it difficult to be unconventional?
There is always a risk in putting yourself out there and being different. A risk that people won’t like you or will criticize. The fact is that some people will. You can’t be all things to all people and you have to be ok with that. The only way to really do something great is to step off the beaten path and be DIFFERENT.


Biggest mistake made?
Not having a solid time-management and accounting workflow UP FRONT!


About Her:
I am a professional editorial and advertising photographer. I specialize in narrative photography that accelerates marketing goals and engages readers. I have been in the photography business for 12 years and have strong connections with people and food. I enjoy helping other businesses grow with the power of visual narrative.
http://www.aliciasantistevan.com/

Dora Cardenas > www.Toletta.com

Dora Cardenas, Co-Founder, Toletta.

What do you need to be an entrepreneur?
You need patience, optimism, energy, and most of all - money.

What did inspire you to start your business?
My husband and I both wanted to own a business for a long time. Our dream has always been to be our own boss.

How did you finance it?
We financed it with our own money. We both still have full time jobs.

Being Hispanic…Does it have any influence on your business?
To be honest, it has not made any difference. I think the idea of being less or even more successful because of ones ethnicity is a bit disturbing to me. I would hope that our success will come from hard work, persistence, great quality of the product and excellent customer service.

In the face of adversity, how do you decide to keep going?
I read somewhere that 99% of businesses fail within the first five years. I don’t want to be a negative statistic. I keep thinking of that and it is what keeps me going.

What is the biggest challenge your business has faced?
By far the biggest challenge has been money, the lack of it.

If you could change one thing about your business, what would it be?
For us, change came in the beginning. The only thing I would change, but can’t, is the success of our product. That is up to the customer.

What was your childhood ambition?
I remember that I never really wanted to work and most of my family thought I was just lazy. I realized when I grew up that it wasn’t that I did not want to work, I just did not want to work for someone else. So my ambition was to work for myself.

Tell us about three entrepreneurs that you admire?
Janet and Greta, the Authors of Looney Spoons cookbook, Steve Houle from Parkit360.com and Chris Simpson from CCRkanata.com

For business meetings: breakfast, lunch, or dinner?
Breakfast- Most people think better in the mornings. Breakfast is also my favorite meal of the day.

What sacrifices on your personal life did you have to make in order to become a business success?
Because my husband and I still have full time jobs while trying to make our business a success, we have no time to take long vacations.

What is your favorite quote?
”Good things don’t come to those who wait. They come to those who initiate.” Susan RoAne (author of How to Work a Room)

Is it difficult to be unconventional?
Sometimes it is because people are more comfortable being in status quo, but in order to stand out you must be unconventional.

Biggest mistake made?
Not pricing our product correctly.

Do you consider yourself an innovator? Why?
I consider my husband more of the innovator and I go a long with his ideas because I think he is a genius.

About the Company:
TOLETTA is the world's first premium brand of purse sized travel packs of paper toilet seat covers. Tissues are flushable and made from large sheets of 3ply toilet paper. Each seat cover is 20% larger and 42% thicker than other brands. A percentage of the proceeds is donated to social causes (pink for breast cancer and blue for child poverty). TOLETTA was created for the purpose of helping women feel pretty even in a not so glamorous situation like a public bathroom. Since its inception, TOLETTA has sold over 30,000 packs and is available in 10 countries.
For more information visit: http://www.toletta.com/

Dahlma Llanos Figueroa > www.llanosfigueroa.com

Dahlma Llanos-Figueroa, Author, Daughters of the Stone


What do you need to be an entrepreneur?
I believe you need absolute faith in your product, a hard-core tenacity and a willingness to sacrifice your comfort zone to adopt new and different ways of thinking.


What did inspire you to start your business?
I’m a writer and I felt that the people in charge of promoting and marketing my work didn’t have enough faith in it. Since my novel, Daughters of the Stone, has gotten excellent critical reviews and equally enthusiastic responses from readers, I decided to take matters into my own hands. I refuse to let my book die out of lack of enthusiasm or forward thinking in some quarters. I knew that there were other ways, better ways of marketing in some communities than the established norms. Therefore, I decided to promote the book for myself.


How did you finance it?
Unfortunately, I have very limited funds. I have used my personal resources, income, savings and credit. After all, if I don’t believe in myself, who will? But I need to find alternative funding sources that will be less stressful on my personal finances.


Being Hispanic…Does it have any influence on your business?
It absolutely does because the Hispanic experience, specifically the Afro-Hispanic experience, is the core of my literary work. It has been underrepresented, if not ignored in the American literary landscape. Our stories need to be acknowledged, shared, celebrated and passed on.


In the face of adversity, how do you decide to keep going?
Failure is not an option. When I exhaust all possibilities in one avenue, I seek another. I look for allied alternatives, research and talk to others who have had experience in the same field. I step into the unknown--if not domestic marketing, then overseas, if not traditional, then the more unconventional. One way or the other, I will attain the recognition my work deserves.


What is the biggest challenge your business has faced?
On a practical level, limited funding is always a challenge and a constant concern. But there have been others. I had a difficult time accepting that I had to change my way of thinking. Instead of functioning in a creative/literary mode, I had to begin thinking like a businessperson, something I knew nothing about.


If you could change one thing about your business, what would it be?
I wish I would have known more about the promotion end of publishing earlier in the game. I lost valuable time that could have given me much more exposure. Right now, I seek to connect with people who can help give my work more exposure. I’m looking to establish mutually beneficial relationships with corporations who are seeking to expand into the Latino marketplace. I need exposure and sales. They need an entrée into our culture. My novel is about the lives of ordinary Latinas who have never been recognized. My Latina readers appreciate being, not only recognized, but also celebrated, by seeing their own stories in print. I think that’s a perfect match.


What was your childhood ambition?
I’ve wanted to write since I was very young. It took me a while to find my voice and a direction. It took living. But I’m here now and I’m ready.


Tell us about three entrepreneurs that you admire
Jennifer Barlcaly (Blue Fish Clothing), Lisa Price (Carol’s Daughter), the late Anita Roddick (The Body Shop) and Tabra (Tabra Jewelry). I truly admire women entrepreneurs who were moved by a creative passion that later became a lucrative business. But their focus was their creative passion. Then out of necessity or social consciousness, they marketed their product. But, in each case, passion came first. Profit came later.


For business meetings: breakfast, lunch, or dinner?
I’m a morning person and prefer early meetings—breakfast or lunch. But if necessary, I make exceptions.


What sacrifices on your personal life did you have to make in order to become a business success?
I’ve postponed taking care of some health issues in order to maximize my promotional plans. In publishing, timing is all. Certain times of the year are best. Striking while the iron’s hot is crucial. On the whole, however, I don’t recommend compromising your health for anything. Luckily for me, my situation is not a critical one.


What is your favorite quote?
I think it was Woody Allen who said that the key to success is showing up on time and prepared. I take that to heart.


Is it difficult to be unconventional?
It’s very difficult. Often, people don’t want to hear a message that challenges their view of reality. But if you keep going and help them see that the unconventional or unknown aren’t as foreign as they might seem, you can often make headway. The important thing is that you never give up if you believe you are right. Generally, people are more alike than they are different.

Biggest mistake made?
My biggest mistake was waiting too long to take matters into my own hands. I left decisions in the hands of “experts” in the field. If you feel that you are not being well served and you think you can do a better job—go for it.


Do you consider yourself an innovator? Why?
I’m not an innovator. Many other artists have had to go against the grain and fight for their work. Some musicians have had to leave the country to do so and have only been accepted here after they proven successful elsewhere. Some writers have had to sell their books out of their car trunks. There are designers have had to work in their mothers’ basement or cosmetic artists have had to transform their tiny kitchens into production labs after the kids are asleep. We do what we need to do.


About the Company
My company consists of intangibles--my mind, my imagination, my writing skills, my need to tell stories that haven’t been told. My products are books. My market is anyone who shares in my humanity but especially Latina women who are so underrepresented in our literature. My need is to get my product to the people who need them.
http://www.llanosfigueroa.com/

Lizbeth Cardozo > www.LaCosmopolatina.com

Lizbeth Cardozo, Co-Founder, La Cosmopolatina.


What do you need to be an entrepreneur?
You need vision, persistence, discipline, a level and calm head, a sense of humor to endure the tough times, and the gift to be able to inspire your employees, vendors and investors to work with you and share your dream. But most of all, you need a goal in mind and plenty of passion. If you do what you love those caffeine filled late nighters or weekends you mostly likely will pull won't ever feel like work.


What did inspire you to start your business?
My business partner and I are proud, bi-lingual and bi-cultural Latinas of Colombian descent. We noticed there is very little Internet content that caters to English dominant Latinas who embrace their Latina roots. We decided to fill that void and provide a voice for aspirational and trendsetting US Latinas.


We also noticed that the face and perceptions of Latinas is evolving. They're more educated. They're becoming entrepreneurs. They're climbing the corporate ladder. They're mothers and full time employees. And while they balance all the things that they feel make them successful, they have very little time but they still worry about their beauty, health, their finances, their love lives, etc. We offer fast and funny tips written in English with Spanish language words that hit the cultural heart strings.


How did you finance it?
We financed it ourselves.


Being Hispanic…Does it have any influence on your business?
Absolutely. I'm the target market. My business partner and my backgrounds allow us to see the world with a Latino perspective. We cull our surroundings for tips that we think our readers will find novel. Then we write them in a way, that all women will understand, but will have a more special meaning to a Latina.


In the face of adversity, how do you decide to keep going?
What drives us is putting Latinas on the map and painting them in a positive and sophisticated light. With the growing and under served Latina market, we are the first movers in this segment. According to posts from our followers on Facebook and Twitter, we are uniting proud Latinas in the US.


What is the biggest challenge your business has faced?
We write mostly in English and pepper the tips with words in Spanish that Latinas can culturally identify with and that evoke nostalgia. Many offered their opinion and attempted to sway us into writing more in Spanish or in Spanglish, but we decided we didn't want to be like other Latina websites. We stuck to our guns. Our readers have done nothing, but praise us for understanding and entertaining them.


If you could change one thing about your business, what would it be?
would have launched this website earlier. I have wanted to be the eyes and ears of the US Hispanic market for years; a sort of Latino Ambassador, if you will.

What was your childhood ambition?
I wanted to be an artist or writer, so I could express myself and evoke emotions and understanding among my followers or readers. I also wanted to right any wrongs or injustices in the world. I still do.

Tell us about three entrepreneurs that you admire?
Steve Jobs
My business partner. She is relentless and has amazing discipline and focus.
My parents. They are one of the hardest working people I know. They came here as immigrants to the US, with very little money, young 20 somethings, but with big dreams and aspirations. They have endless energy and still continue to educate, improve themselves and take on new business ventures and personal challenges, but with a passion and joie de vivre that is unequaled to most. I have complete admiration for them.

For business meetings: breakfast, lunch, or dinner?
Lunch. Typically energy is still high for positive discourse and great ideas!


What sacrifices on your personal life did you have to make in order to become a business success?
Leisure time and personal relationships.


What is your favorite quote?
All your dreams can come true if you have the courage to pursue them.
Walt Disney


Is it difficult to be unconventional?
No. Not at all. It's fun and challenging.


Biggest mistake made?
Not launching my business earlier.


Do you consider yourself an innovator? Why?
Yes. We're first movers in this market. We haven't seen any websites like ours that caters to the English speaking Latina market.


About the Company:
Launched by two Colombian-American Latinas in late 2009, LaCosmopolatina is daily newsletter of lifestyle tips for the sophisticated chica on the go; who can walk a mile in her designer shoes, but comes home to her arroz con pollo. We are devoted to bringing Latinas daily tips on everything that’s cool, hip and new in beauty, style, technology and la vida. And since we’re all busy chicas we do it in a fun and fast way infused with our distinct sabor Latino and nostalgia that tugs at our heart strings.
http://www.lacosmopolatina.com/

Vanesa Rodríguez Maza > http://lavidadeserendipity.com/

Vanesa Rodriguez Maza, Founder, International Magazine & La Vida de Serendipity Blog.


What do you need to be an entrepreneur?
I think that in order to become an entrepreneur you need first of all, all the experience you can get. Working for other people in order to know how to be a boss, facing the market, learning how a company works from the bottom up gives you all the knowledge you will need to start your own business, experience is really important from my point of view. Then you’ll need all the will, constancy and discipline you can get, because it isn’t easy.


What did inspire you to start your business?
After working for so many years in a couple of companies in different areas, and after having a brain surgery, I decided that life was too short and that I needed to do what really made me happy (even thought I didn’t really know what that was at the time). I started a blog just to have a place to express myself, and everything slowly came out of that.


How did you finance it?
My parents helped me a lot, and at the same time I had other free lance jobs in order to maintain myself.


Being Hispanic…Does it have any influence on your business?
I think that because of being Hispanic and working in fashion I get influenced by the whole world (fashion magazines, blogs, runways, etc) and my struggle comes when trying to adapt what I see to the Latin American market, and of course, to what I personally like.


On the other hand, being Peruvian and the richness of our language gives me the opportunity to be as casual or as formal as I want. When it comes to my readers, I get to be really friendly using their expressions and knowing what they want, when dealing with designers, I have to be more polite and serious and I believe that Spanish is one of the languages that really allows me to do that.


In the face of adversity, how do you decide to keep going?
Keep going was my only chance, I never considered going back and working for others, I worked really hard to succeed.


What is the biggest challenge your business has faced?
On one side, hiring people and having to let them go, that was really hard because I never had to do that before. On the other side, since the business was basically online and the market really new (in Peru), it was a slow beginning that required a lot of patience.


If you could change one thing about your business, what would it be?
I wouldn’t change a thing. I’m the kind of person that thinks that everything happens for a reason, and I learn my best from every experience.


What was your childhood ambition?
I wanted to be famous! Kidding apart, I would be lying if I said that I always knew what I wanted to do. I finished school and studied marketing because it sounded like a good choice and on my way I discovered that I really liked it. I loved fashion at the same time and it is just now that I get to do both things.


Tell us about three entrepreneurs that you admire?
I admire my dad, he is a really hard worker that managed to give to his 3 children everything he could and he still does. As well as I my mom, who runs the house in a really smart way, and trust me, running a house is whole business.


For business meetings: breakfast, lunch, or dinner?
I prefer breakfast because I’m a morning person. I wake up really early so I like to start my business day the same way, although I also like the different aspects of a business evening, specially being on fashion where image is so important. Getting dressed for a business dinner or drinks is quite an art form on itself.


What sacrifices on your personal life did you have to make in order to become a business success?
I had to stop shopping! I had to reduce my personal debts (a.k.a credit cards) while telling people what was in. It was quite an ordeal talking about trends, what to wear and not to wear while I couldn’t afford to follow those trends or take my own advice in shopping. I also had to quit most of my social life with my friends in order to stop spending money that I could later need for my business. That was in fact quite frustrating.


What is your favorite quote?
Know your body, know your closet and then go shopping.


Is it difficult to be unconventional?
It was hard trying to explain what I do to most of my friends, especially when most of them work in huge companies, and have a big monthly paycheck. Most of them thought I stopped trying –especially while they noticed I stopped going out- to get work in somebody else’s company.


Biggest mistake made?
So far I wouldn’t know what to say, I’m really proud of what I have accomplished and if there were mistakes on the way, they happened for a reason.


Do you consider yourself an innovator? Why?
I think that my business is innovative but I consider myself as a hard worker. I would’ve worked just as hard in any other business I would have decided to have.


About the Company
International Magazine is a small company that specializes on fashion. We develop trend reports and collections for fashion designers as well as specialized copyrighting and personal styling. But what got me to magazines like Vogue, TV shows and made me a “known person” is actually my fashion blog, "La Vida de Serendipity" and I’m planning at some point on living from it.
http://lavidadeserendipity.com/