Monday, November 2, 2009

Tayde Aburto >

Tayde Aburto, CEO, Hispanic Chamber of E-Commerce.

What do you need to be an entrepreneur?
You need to have the innate ability to visualize an opportunity in the market, develop the concept and to have the determination to make it happen.
An entrepreneur has to have inspiration, creativity, initiative, patience and fortitude to be able to achieve their goals and overcome obstacles they encounter along the way.

What did inspire you to start your business?
The inspiration we had to create the Hispanic Chamber of E-Commerce (HISCEC) was the desire to form a business association that was focused on providing services to e-businesses and the need to establish business relationships with Hispanic business-owners across the continent.

How did you finance it?
The business has been financed by our partners. Since the beginning the decision was made to not solicit outside investors, which meant all the partners had to maintain outside employment to be able to continue to finance the project. This was something we had to do during the first couple of years in business.

Being Hispanic…Does it have any influence on your business?
Of course. We have launched the Hispanic Chamber of E-Commerce to be able to contribute a small grain of sand to the growth and development of the Hispanic business community through the use of the internet and Information technology. Our family and cultural values have allowed us to achieve our planned objectives much quicker than we could have hoped. The strong sense of identity that we have motivates us to be able to offer the best we can so that we can represent with integrity the Members of the Hispanic Chamber of E-Commerce who have given us their confidence to serve and represent them.

In the face of adversity, how do you decide to keep going?
Maintaining a positive attitude and an open mind. Analyzing problems with a relaxed mind and with an unconventional focus allows you to resolve times of crisis more quickly and efficiently.

What is the biggest challenge your business has faced?
To communicate to the market that our intentions to serve them are genuine. Offering a free membership without cost causes some “suspicion” at the beginning. Some businesses think it is just a marketing scheme. They doubt the seriousness and real promise of support to the Hispanic business community. Now with 772 members, 517 businesses listed in the directory, the perception has changed. To further add value and to support the HISCEC community we are hosting the Hispanic Business and Technology Expo on September 10-11th at the San
Diego Convention Center. For more information about the Hispanic Business Showcase please visit Everyday more companies recognize our genuine promise and support to the Hispanic Business community.

If you could change one thing about your business, what would it be?
The HISCEC is constantly changing. Our business is to serve the Members of the Hispanic Chamber of E-Commerce in the best way possible by offering services that contribute to the growth and development of their businesses. Having said that, the Hispanic Chamber of E-Commerce is an organization that is constantly changing to be able to respond to the needs and expectations of our Members.

What was your childhood ambition?
There was a time when I wanted to be well-known executive of a large global company, and then I thought I would rather be a recognized political figure but finally I realized that what I really wanted was to have a strong feeling of success and helping others realize their success as well.

Tell us about three entrepreneurs that you admire?
My partners, Omar Aburto, Octavio Aburto, & German M. Bravo. Their intelligence, dedication and ambition are a great motivator for me.
I also really admire the many entrepreneurs that I meet day in day out through the Hispanic Chamber of E-Commerce. Their success stories are a key motivator for me.
Of the billionaire entrepreneurs, I admire Carlos Slim. His intelligence for business and social responsibility are a great example for me.

For business meetings: breakfast, lunch, or dinner?
Any of them are good for me especially when the Restaurant has good food.

What sacrifices on your personal life did you have to make in order to become a business success?
I have not been able to spend as much time as I would have liked with my wife and baby. But ever since we founded the Hispanic Chamber of E-Commerce we knew that we would have to invest a substantial amount of time working during the first few years to be able to position the organization. So in a sense we were mentally prepared for the challenge. As soon as we reach an optimum operation level, we will be able to spend more time with our families.

What is your favorite quotation?
“Happiness is not in the mere possession of Money; it lies in the joy of achievement, in the thrill of creative effort” –Franklin D. Roosevelt.

Is it difficult to be unconventional?
No, it is a part of my nature.

Biggest mistake in business made?
I have made several, but have learned from all of them. I haven’t made the same mistake twice. However one mistake I made that cost the Hispanic Chamber of E-Commerce about $4,000 that could have been invested in Marketing and positioning the organization.

Do you consider yourself an innovator? Why?
Yes. To be an innovator is one of the innate characteristics of an entrepreneur.

About the Company
The Hispanic Chamber of E-Commerce (HISCEC) is an online Hispanic business association focused on promoting Hispanic businesses via the Internet and the use of e-business tools. For more information, visit HISCEC will be hosting the inaugural Hispanic Business and Technology Expo on September 10-11th at the San Diego Convention Center. For information about the Hispanic Business Expo, visit

Get listed in the Business Directory -
- Free Business Listing. Promote your business in the Hispanic Business Directory. An online business directory, featuring free business listings (with logo of your company, link to your web site, pictures of your business, online catalog, and get customer feedback for your products or services).

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