Latino business environment: Work in progress

When the Northern Colorado Business Report was but a newbie publication 15 years ago, the Latino business community in Northern Colorado was also sporting baby trousers. According to three local entrepreneurs, the business environment of 1995 afforded fewer opportunities for Latinos than 2010. And while all three see improvements, their advice to the new generation of entrepreneurs reflects a guarded optimism for what will continue to be a challenge over the next decade and a half.

Today’s business climate

An undercurrent of dissatisfaction exists among some that our region still lags in offering better, more inclusive opportunities for Latino businesses. At a time when the economic balance in our country remains wobbly, Latino businesses, like Anglo ones, are particularly attentive to bringing more revenue through the door to continue to sustain their operations.

But what is sometimes shared when Latino colleagues meet about what’s missing and greatly needed in today’s business environment is significantly greater ethnic diversity and inclusion of more people of color and women in decision-making positions on corporate and citizen boards, in city and state governments.

“We’re not even making it into minds of the decision-makers,´ said one business owner who wished to remain anonymous. “Therefore, (we’re) not included in the ‘messages’ regarding living, working and playing in Northern Colorado.”

Looking back, aiming forward

In 1995 Dan Benavidez was a majority owner of an international trade company. At the time, he recalls, the Latinos in local business were mostly established individuals who had been in the area, if not all of their lives, then most of their lives.

Today Dan is a consultant with GWA Imports, an international trading company, and a highly respected member of his Longmont community. He has been an activist, a former city council member as well as deputy mayor. He’s committed to improving his home town and volunteering with numerous social, civic, environmental, educational and cultural organizations.

The differences he sees over 15 years ago are improvements for Latino businesses. “Basically, there’s more support from the community as a whole,” Benavidez said. “Everywhere from governmental sources to business incubators.”

Lori Gama, president of DaGama Web Studio, a full-service Internet marketing company in Greeley, also sees more opportunities today than in 1995.

“(Back then), I was a general manager for McDonald’s, taking pride in my work and doing a great job, but not living my true passion,” Gama said. “When the Internet presented itself to me, I realized I could start my own company, designing and developing websites and being one of the first in the U.S. and Colorado to provide search engine optimization and help many business owners succeed online.

“If you want to succeed in business, the same things apply to all business owners, not just Latino (ones),” Gama added: getting a good education and keeping up your knowledge in your field of expertise; knowing how to network with others; and volunteering to help your community by serving on nonprofit boards and committees.

“When everyone gives back and helps someone succeed, we all succeed,” she said.

Gama also has a healthy history of community involvement in numerous organizations over the years, from board member for the Women’s Fund in Weld County and a volunteer with the Hispanic Youth Suicide Prevention committee to chambers of commerce in Greeley and Loveland.

Like Gama and Benavidez, Rich Lopez, owner of Greeley Printers, thinks that there weren’t as many opportunities for Latino businesses 15 years ago as there are today. He has seen three key improvements: “First is our progress in education. Next is our confidence that reinforces our will to succeed, and finally, collaborating at all levels and learning to use the tools that are available.”

Advice for a new generation

For the new generation of Latino entrepreneurs and budding young business folks, Benavidez, Gama and Lopez offer nibbles of wisdom wrapped in encouragement and tempered with a splash of agua fría (cold water). So listen up, 20-something entrepreneurs.

“Be prepared to persevere, to think large but to operate small,” Benavidez said. “The next 15 years are going to be troubling times to be a Latino in the small business area.”

With years of experience in the international business segment, Benavidez offers specific insights: “Be sure you know the players, be sure you know the culture. Do your homework on product and other business development. In all aspects of business, know the ins and outs of capitalization, cash flow, the bottom line and company structures.”

Gama shares a different perspective.

“Celebrate and appreciate your culture and keep learning. Keep building the bridges of communication and friendship between cultures.”

A timely reminder, as Hispanic Heritage Month continues through October 15. People should judge you by your strengths and knowledge and by the content of your character, as Martin Luther King Jr. said. Color and culture should never be an issue or get in the way.

The last word belongs to Lopez: “Get involved and stay informed, not only with your surroundings but also connect with people because everyone is a potential customer.”

Ana Arias is principal of Arias Global Consulting, based in Fort Collins. She welcomes suggestions on topics you’d like to see covered in “Latino Voices” and can be reached at [email protected].

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