En Contacto - Winter 2015 by Hispanic Chamber of Commerce Metro St. Louis

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Enterprise Bank & TRUST

Enterprise University

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LATINA SPOTLIGHT:

AMPY Kollman-Moore

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Martha Kampen CONFESSIONS OF A 27-YR OLD

Business Owner

Together, we are working to make St. Louis a vibrant and prosperous community for all who call this region home. Dear Members/ Readers. I hope you had as great of a start to 2015 as we had here at the Hispanic Chamber. The New Year brought a couple of changes to the Hispanic Chamber. We elected a new Board of Directors and launched our 2015 programs. We embraced the year by successfully carrying out our annual Job & Business fair in February. This event is very important to us as it allows us to connect with businesses and job seekers in an effort to diversify and support the job sector. Additionally, we met with area affinity groups to see how we can be strategic in assisting our corporate sponsors connect and learn from each other. We are excited to help this network grow so that we can bring additional value to our St. Louis community.

Wi nt e r 2 0 1 5 Enterprise Bank & Trust: Enterprise University Member Spotlight: Garcia Properties Latina Spotlight: Ampy Kollman-Moore Confessions of a 27-yr Old Business Owner NextGen Information Services: Immigration, Inspiration, Innovation Craft and Refine Your Brand Story 2015 HCC Calendar of Events

In May, the Hispanic Chamber will have its annual Adelante Awards featuring U.S. Small Business Administration Administrator, Maria Contreras-Sweet as the keynote speaker. The Adelante Awards are always a lot of fun and a great way to celebrate individuals, businesses and organizations that have proven to be leaders and have made a worthwhile contribution to the metro area. We look forward to seeing our members at this event. Please be on the lookout for information on how you can nominate someone for an Adelante Award. In addition to our special events, we also have our monthly Educational Forum Café with Business series as well as our Business after Hours events. All of the information for these events is listed on our website —www.hccstl.com. I encourage you to participate in these, as they are a great way to take advantage of your Hispanic Chamber membership, hone your skills, and connect with business leaders in the community. The momentum we have achieved this year has not taken place by pure luck, but as a result of our members and corporate sponsors’ involvement by joining our efforts to better serve our community. That is why we continue to strive to bring value to all of our members every day. Together, we are working to make St. Louis a vibrant and prosperous community for all who call this region home. Thank you, Karlos Ramirez Executive Director

Welcome New Members! By joining, the following individuals and companies have decided to make an investment in the Hispanic Chamber of Commerce and our community at large. We encourage you to find out more about them and, whenever possible, to use their services. If you would like more information about any of these individuals or organizations, please contact us at: 314.664.4432

❄ AARP Foundation ❄ ABC Mobi Telecommunications ❄ Amanda Carpenter ❄ Arriba Media Group LLC ❄ Behavioral Health Response ❄ Catherine Alonso ❄ Copies, Designs, and More ❄ Dulce de Leche, STL Cookies & More ❄ El Indio Restaurant ❄ El Tapatio Restaurant ❄ Genway International, LLC ❄ Gerry Smith ❄ Independent Beauty Consultant, Mary Kay —Maria “Coco” Helmbacher

❄ Javier Rainero ❄ JG Sewing & Leather Repair, LLC ❄ Patriot Select Services, LLC ❄ Sentinel Consulting ❄ Schaefer Autobody Centers ❄ TheBank of Edwardsville — Corporate Friend ❄ Thompson Coburn LLP —Corporate Friend ❄ TOTA Investments, LLC —Corporate Bronze

Enterpr ise University

Are you ready to jump start your professional development this spring? A fantastic opportunity available to you now is through

Enterprise University! What IS it, and why should YOU care?

s a member of the Hispanic Chamber of Commerce of Metropolitan St. Louis (HCCSTL), you know that as a business owner that you are often too busy working in your business, to stop and work on your business.

That’s why Enterprise University is an ideal opportunity to learn and fit into your schedule. You will attend high-impact courses on vital business subjects that are led by seasoned, successful experts. And you can do that for free. And you do not have to be a client of the bank. So why would a bank have a university? Enterprise Bank & Trust has long recognized the value of building the knowledge and skill base of the business community. Stronger companies make for better opportunities for all. And, of course, the more Enterprise can contribute to the success of these businesses, the more likely

WINTER 2015 HISPANIC CHAMBER OF COMMERCE

it is that we will secure the lifetime relationships on which our business model has been built. Join the more than 12,000 business leaders who have attended our classes. You’ll have the opportunity to learn from a wide variety of classes ranging from ways to attract more business and increase profits, to leverage social media and ways to address human resource issues. You are invited to experience Enterprise University for yourself for the 2015 spring semester. We really think you’ll enjoy meeting the exceptional people who teach these interactive courses as well as other business leaders with interests and challenges similar to yours. To register online for the 2015 spring course, please visit www.enterprisebank.com/eu.

e University Schedule at a Glance

M M M M M M M

419 205 414 209 431 400 212

M M M M M M M M M M

500 602 217 405 219 218 317 301 441 417

at a Glance Enterprise University Schedule at a Glance

Public Relations 101: The Basics of “Earned Advertising” Value Creation Through an Advisory Board MARCH DIY Marketing – Intermediate: Business Promotion Through Social Media Marketing AM 205 Public Relations 101: The Basics of “Earned Advertising” Deﬁning11th Your Leadership Signature MARCH 8:00 – 11:00 17th 8:00 – 9:30 AM 333 Employee Non-Compete Agreements – Rumors of Their Death May Be Exaggerated – If You Picking Winners 11th 8:00 – 11:00 AM 205 Public Know Relations 101: of “Earned Advertising” What YouThe AreBasics Doing <NEW Search Engine Optimization 101: Creating a Website that Drives Business 17th 19th 8:00 – 8:00 9:30 –AM 333 10:30 AM

Employee Non-Compete Agreements – Rumors ofPlan Their Death May Be Exaggerated – If You 500 Create and Implement a Healthy Financial Know What You Are Doing <NEW 20th 8:00 – 11:00 AM 419 Fight or Flight – Or Is There a Better Solution? Working Through Conﬂict 19th 8:00 – 10:30 AM 500 Create and Implement a Healthy Financial Plan 8:00 – 11:00 331 Buy, Sellofora Grow: What’s the Best Path for You? <NEW Personal 24th Fiscal Fitness: The AM Critical Components Financial Plan 20th 8:00 – 11:00 AM 419 Fight or Flight – Or Is There a Better Solution? Working Through Conﬂict 25th 10:00 AMShould 445 Getting to Your Vision…by Aligning the Sales Organization with Your Strategic Goals The Cloud: What8:00 is It–and Why You Care? 24th 8:00 – 11:00 AM 331 Buy, Sell or Grow: What’s the Best Path for You? <NEW DIY Marketing Advanced: Promotion Through Content 26th –8:00 – 11:00 Business AM 439 Practical Tools for Taking Marketing Charge of Change 25th 8:00 – 10:00 AM 445 Getting to Your Vision…by Aligning the Sales Organization with Your Strategic Goals Building 31st a Powerful Strategy414 Value Creation Through an Advisory Board 8:00Business – 10:30 AM 26th Your 8:00 Marketing – 11:00 AMEfforts 439 Practical Tools for Taking Adapting to Today’s Savvy Home BuyerCharge <NEWof Change

31st 8:00 – 10:30 Service AM 414 a Secondary Value Creation Through an Advisory Board Converting Customer into Sales Channel APRIL Protecting1st Your Business From 8:00 – 10:30 AMFraud417 Developing the Strategic Leader APRIL What Banks Look For 2nd 8:00 – 11:00 AM 221 Marketing Your Knowledge – Content Marketing Through Social Media Is Your Handbook Up-to-Date and Effective? <NEWLeader 1st Employee 8:00 – 10:30 AM 417 Developing the Strategic 7th 8:00 – 11:00 AM 447 Hiring and Firing from A to Z: Tips to Minimize Your Legal Risks and Earn an “A+” for Developing the–Strategic 2nd 8:00 11:00 AMLeader 221 Marketing Your Knowledge – Content Marketing Through Social Media Compliance 7th 10th 8:00 – 8:00 11:00– AM 447 11:00 AM

Health Care Reform is Here, Ready or Not! 29th 8:00 – 11:00 AM 448 Accountability: The Leadership Path to Grow Your Bottom Line <NEW MAY Leading Change Through Process Improvement <NEW 8:00 – 11:00 AM Effective 400 Picking Winners Increase 12th Proﬁts Through a Highly Sales Organization

Creve Coeur, MO Improvement 63141 Leading Change Through Process

Scan to follow us Scanon to social media follow ww.enterprisebank.com/eu us on social media

ll online

ns, call Kay Erb at 800-396-8141, ext. 13203

Bank & Trust All courses will beEnterprise conducted at: 11401 Olive Boulevard Enterprise & MO Trust63141 Creve Bank Coeur, 11401 Olive Boulevard Creve Coeur, MO 63141

Olive Blvd. Olive Blvd.

Schulte Rd.

1 mile east of I-270 on Olive

Schulte Rd.

Olive Blvd.

All courses will be conducted at:

Craig Rd.

444

Craig Rd.

8:00 – 11:00 AM

N. New Ballas Rd.

20th

421 Succession Planning Strategies <BACK BY REQUEST! Picking Winners 446 Workplace Coaching That Makes an Impact courses will beStrategies conducted Succession Planning <BACK at: BY REQUEST! 219 Adapting Your Marketing Efforts to Today’s Savvy Home Buyer Workplace Coaching That Makes Enterprise Bank an & Impact Trust 444 Leading Change Through Process Improvement Olive Boulevard Adapting Your11401 Marketing Efforts to Today’s Savvy Home Buyer

N. New Ballas Rd.

13th 8:00 – 10:30 AM 8:00 – 11:00 AM 400 15th 8:00 – 11:00 AM All 13th 8:00 – 10:30 AM 421 19th 8:00 – 10:00 AM 15th 8:00 – 11:00 AM 446 20th 8:00 – 11:00 AM 19th 8:00 – 10:00 AM 219 12th

Schulte Rd.

MAY

Craig Rd.

311 429 327 442 439 319 322 444 204

Hiring and Firing from A toBusiness Z: Tips to Minimize Your Legal Risks and Earn an “A+” for 405 Building a Powerful Strategy Compliance 14th 8:00 – 11:00 AM 317 Protecting Your Business From Fraud 10th 8:00 –and 11:00 AM 405 Building Understanding Building Business Value a Powerful Business Strategy 21st 8:00 – 11:00 AM 224 What Is Sales Management – REALLY? <NEW Negotiating with the Savvy Buyer 14th 8:00 – 11:00 AM 317 Protecting Your Business From Fraud 23rd 8:00 – 10:00 AM 222 Inbound Marketing – How to Create Marketing People Love! The Top 108:00 Mistakes Avoid When <NEW– REALLY? <NEW 21st – 11:00toAM 224 Exiting What IsYour SalesBusiness Management 24th 8:00 – 11:00 AM 301 What Banks Look For New Age Social Pitfalls for 23rd 8:00 –Media 10:00 AM 222Employers Inbound<NEW Marketing – How to Create Marketing People Love! 28th for 8:00 – 11:00 AM of Change 441 Is Your Employee Handbook Up-To-Date and Effective? Practical Taking 24th Tools 8:00 – 11:00 AMCharge 301 What Banks Look For 29th 8:00 – 11:00 AM 448 The Leadership Path to Grow Your Bottom Line <NEW ESOPs: The Overlooked Business TransitionAccountability: Option 28th 8:00 – 11:00 AM 441 Is Your Employee Handbook Up-To-Date and Effective?

N. New Ballas Rd.

M M M M M M M M 0 PM

SPRING 2015 Fight or Flight2015 – Or is There a Better Solution? Working Through Conﬂict SPRING Enterprise University Schedule

1 mile east of I-270 on Olive

Member Spotlight

GARCIA PROPERTIES

Do not be afraid to ask for help, an introduction, or referral Garcia Proper tieS — Ber to Garcia , Co - owner .

Founded in 1999, the Garcia family decided to ignore the whole “Never go into business with friends or family” advice and opened up an independent real estate firm based in Southtown that now employs seven out of the seven siblings. The company, as stated on their website, is wildly passionate about helping folks buy and sell homes as well as developing and managing apartment buildings and mixed-use properties. They seek out neglected/mismanaged properties, restore them, and then find new homeowners (or businesses) who love them just as much as they do. Their services have grown to include a nationally recognized real estate brokerage, property management, and development companies. 6

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In HIS Words....

balance, fair and competitive compensation, self-motivation, drive,

Why is your business a Hispanic Chamber member?

and a genuine interest in making the neighborhoods in which we

Berto Garcia: Originally from DeKalb, Ill., we joined the Hispanic Chamber to connect with other Latinos in the area. We have continued to be members because we see the value of the Hispanic Chamber. As members, we are able to utilize the Hispanic Chamber as a shortcut to access other businesses in St. Louis to help us grow. For example if we are looking to build a relationship with a new bank, we have access to Hispanic Chamber bank members.

What has been the most valuable aspect of your Hispanic Chamber membership? Berto Garcia: Hands down the most valuable aspect has been networking. We have met many people and businesses that have

live and work a better place. We seek and attract people who have similar values. We have found the traits that were inherent in our family help us find people who increase the companyâ&#x20AC;&#x2122;s productivity, streamlined its procedures and built overall trust within our team.

What is the biggest accomplishment for your business over the past six months? And what business tool, information, resource, and connection did you have that helped you achieve this goal? Berto Garcia: One of our biggest accomplishments is our ability to continue to grow all of our businesses, (real estate brokerage, property management, development), through a whole business cycle. What has helped us achieve this accomplishment is both

helped not only our business grow, but our social circle as well. I

our unique business design and commitment to development.

also believe that the best is yet to come from our partnership with

By keeping everything in house, we are able to monitor and

the Hispanic Chamber. We are building a relationship that will

anticipate any threats ahead of time. We also value the time we

help us in the future. The Hispanic Chamber is quickly growing

spend on development, whether that be people, buildings, or

and gaining a stronger foothold in the St. Louis region, I strongly

neighborhoods. By investing in great people and partners, we

believe that the foundation we are laying now will lend itself to

are able to get back two-fold of what we put in.

even bigger opportunities.

What is the greatest strength of your workforce? How would you describe your company culture?

What advice would you share with other Hispanic Chamber members? Berto Garcia: Always remember that if you are not pushing or

Berto Garcia: Until about three years ago Garcia Properties

growing you are dying. Part of growing your business requires

was mostly a family run company. Today we employ nine family

for you to look at what other people are doing and learn about

members and over twenty-five non family members. Being that

best practices. The Hispanic Chamber can help you connect with

we began as a family business, we quickly learned what we liked,

community partners that can help you grow your business. In our

could tolerate, and disliked within our work culture. The people we

experience we have never found a shortage of people who would

hire are an extension of our family. As a family we value a work-life

help. Do not be afraid to ask for help, an introduction, or referral.

Latina Spotlight

amparo

kollman-

fter relocating to the United States she joined Mallinckrodt, Inc. in 1973 and after many promotions was appointed President for the Latin American operations in 1998 where she led a staff of 200 people, and was responsible for the company’s market participation in that region. Ampy was the first woman appointed to the position of Director within Mallinckrodt’s Medical businesses to head up a major market business segment, and the only female to hold a President’s title for the $2.8 billion dollar company. Throughout her career she has demonstrated unique leadership skills in business development, employee motivation, market vision, positive people interaction, company dedication and a diverse market understanding. Her community involvement ranges from having been the Program Group Chair for Fair Saint Louis in 2005, to chairing the International Institute’s Festival of Nations in 2011, 2012

WINTER 2015 HISPANIC CHAMBER OF COMMERCE

and 2013. She is currently a member the Advisory Board of the Boeing Institute for International Business at Saint Louis University’s John Cook School of Business. Serves on the Board of Trustees of SSM Healthcare St. Joseph’s Foundation and the Board of Directors for the Girl Scouts of Eastern Missouri. She is a past member of the board for the International Institute and the Hispanic Chamber of Commerce of Metropolitan St. Louis. In Her Words....

What Has Your Career Path Looked Like? Ampy Kollman-Moore: I had a background in marketing and languages and back then the only positions open in Mallinckrodt were for secretaries or chemist, which I was neither. I was fortunate enough to have been given a chance at Mallinckrodt, where I got to experience the company from the ground up. By working hard and taking the initiative to pick up additional responsibilities I was quickly promoted. I was able to learn a lot at Mallinckrodt, that experience along with my background fueled my desire to open up my consulting firm.

I would advise young Latinos to always be proud of their heritage and to know that it is ok to also embrace the values of their new country. Amparo (Ampy) Kollman-Moore was born in Cartagena, Colombia. Since 2001, she has been providing International Business Consulting services to companies in the United States and Latin America through her practice as Ampy Kollman-Moore, LLC. She specializes in “Doing Business in Latin America” and “Intercultural Consulting and Training.”

-moore What Efforts Can the St. Louis Community Do to Attract, Cultivate & Retain Latino Talent in St. Louis? Ampy Kollman-Moore: Great job opportunities and successful education systems have attracted talent to St. Louis since the 1960’s. I think St. Louis already has great opportunities in place. The challenge is integrating Latinos into the greater St. Louis community and having the St. Louis community become open to learning about other cultures. I was privileged to have had great allies that quickly introduced me to the community and helped me integrate while maintaining my sense of self. I was able to learn the St. Louis culture, and they were open to learning about mine. We have spent a lot of time in St. Louis focusing on identifying diverse individuals and bringing them into the St. Louis population but we haven’t spent enough time on showing the St. Louis population how the rest of the world works. It is great to value diversity and inclusion but we also need to begin to have conversations that educate people about other communities so that there is mutual understanding. Through its Festival of Nations, the International Institute goes a long way to showcase

cultures from around the world. We need more of that. My favorite quote is “We fear what we don’t know and dislike what we don’t understand” so as long as we continue to only focus on bringing diverse people into the St. Louis fold, we will never completely understand diversity and we will continue to ignore it. We need to begin to have two way discussions with transparent dialogue so that all parties understand each other and can begin to find commonalities in our differences.

What Advice Do You Have for Young Latino Professionals? Ampy Kollman-Moore: In general, I would advise young Latinos to always be proud of their heritage and to know that it is ok to also embrace the values of their new country. In work I would advise young professionals to always carry themselves in a professional manner and work hard. Additionally I would advise them to stick it out and see what type of difference they can make within their organization. Lastly, don’t get caught up in titles or which milestone you should be reaching by a certain date, do great things now and the rest will follow.

Maybe that’s why I’ve remained a business owner for 27 years —it’s been on my own terms. I’ve incorporated HOW I make a living into my life. Confessions of a 27-Year Business Owner

Our daughter had just turned a year old, and I was getting home around 8pm most nights, in time to bathe her and put her to bed. Something did not feel right about this. I had already taken the first step out of corporate life by joining a friend’s start-up ad agency (so that I could have more “flextime!”), so taking the next step into my own business was not as daunting. I was already practically running the agency, managing most of the staff, responsible for serving our small business clients, so —why not take the full plunge into business ownership? I did so. Twenty-seven years ago.

f you would have asked if I thought this was going to be a permanent change for me, I would have said, “probably not.” After all, I had my

sights on becoming a global corporate

how we deliver our services has changed

Consultant for small business owners. There

dramatically in the past 27 years.

were not many small business consultants, offering affordable value and experience.

For example, I remember hiding the fact that I was running my business out of my

My original pitch? “We can save you

home. It was not considered as professional

valuable Time and Money!” Some appeals

as operating from an office building. In

haven’t changed. Perhaps the biggest

contrast, I have many friends who love to

difference from the original intent, is

brag about working “remotely” now, out

that now, in 2015, in the advent of uber-

of their homes. There are associations,

technological advances, Time is actually

blog sites, conventions, support systems

Back in 1988, the business climate was quite

considered a more valuable commodity

built around the “home-based business.”

different. The U.S. economy had entered

than Money!

As if it is a badge of honor to have gained

its seventh successive year of growth,

Small Business Owners have always

the longest in peacetime history. The

been the backbone of our economy.

I grew my business initially, by presenting

expansion featured continued moderation

Whether we run a company with dozens

Small Business Workshops on “How to

in wage and consumer price increases, with

of employees, or fly lean with sub-

Market your Business.” With a charge of

an unemployment rate of 5.5%, (the lowest

contractors, we are the innovators, the

$25-$40/per person, it was not uncommon

in nine years), and an inflation rate of 4.1%.

producers, the deliverers of service and

to have 25-30 people in the audience, on a

The climate was ripe for business growth.

product. But how we are perceived and

Friday afternoon, with 5-6 of them coming up

executive. I thought this was a temporary assignment, while I raised our daughter. Little did I realize I would fall in love with running my own business, and serving my clients on my own terms, with my standards.

It was also ripe for a Marketing Management

WINTER 2015 HISPANIC CHAMBER OF COMMERCE

independence from the corporate “cube.”

with clients around the country with shared-screens —all from the comfort of my own office or home (depending on the time of day!). I actually remember in the early days —now I’m really dating myself —getting so excited when we purchased a fax machine. I could now send artwork and written copy, as well as layouts, reports and graphs to clients through the phone instead of relying on a courier service! I won’t even tell you how I felt with our first computer, email, laptop nor mobile device! We’ve always embraced technology —even when our clients were questioning it. (Can you believe some business owners didn’t think the internet would impact how they do business??!). I was talking with a colleague who has been in business just 18 months. He was telling me about his crazy schedule running his new business while caring for and coaching his two sons’ sports teams. Typical nights are going back to work, (that means “jumping back on the laptop” for us now), at 11:00pm, staying up working until 1-2:00 in the morning, then getting up at 5:00am to meet a client over coffee. When I asked him why he was doing it, he immediately exclaimed —“for the flexibility! I love that I get to spend time with my kids while being in control of earning my own income —on my terms.”

at the end of the presentation, asking for more help. I would happily set an “Initial Consultation” with them at no cost or obligation, and typically sign 1-3 new clients directly from those meetings. Monthly retainers were the norm, with 6-to-12 month terms. Now, with seemingly limitless amounts of information available to us through the internet, in-person workshops and seminars have lost their value. So many new “experts” are touting their expertise through their own websites, blogs, e-mail blasts, Youtube videos, tweets and posts. Prospective clients now have the luxury of asking consultants for tailored information and recommendations up-front and without cost, for the potential of gaining their business. Yes, it is taking much more time, research and resources to gain a new client.

Maybe that’s why I’ve remained a business owner for 27 years —it’s been on my own terms. I’ve incorporated HOW I make a living into my life. It’s become part of who I am and what I do. Sure, it hasn’t been easy; in fact it’s been challenging much of the time. There have been ups and downs. But isn’t that life? In these 27 years, as market conditions have changed, we’ve had to add, release, reinvent, refresh and come-back-to our core competencies with our service offering. Over those years, we’ve raised three children, travelled around the country, (and a few other countries) serving clients, we have helped grow many businesses, consulted with dozens if not hundreds, (I’ve lost count) of business owners, impacted entire professions through national platform presentations to hundreds of business owners, and helped affect some real, positive change. I have had the honor to meet, work with and serve so many interesting people. I don’t know about other Business Owners, but for me, this has been —and continues to be —a wild and fulfilling adventure. SOURCE: 1989 CIA WORLD FACTBOOK, http://www.theodora.com/ wfb1989/united_states/united_states_economy.html 1

One very positive change is the incorporation of technology into my small business. I love that I can hold video conferences

Martha Garcia-Kampen: First-generation Mexican-American, Martha was raised bilingually and bi-culturally. Having studied in Guadalajara, Mexico, Martha launched her career in Hispanic Marketing to the U.S. With extensive experience in marketing research, planning and implementation, Garcia-Kampen provides generational and cultural strategic marketing consultation to businesses, educational development on cross-cultural communications and trains corporate leaders and teams in the areas of inclusion and diversity. Contact Info: Kampen Consultants, LLC 745 Craig Road, Suite 212, St. Louis, MO 63141. 888-887-6536. Martha@kampen.com • www.kampen.com

Be passionate about what you do. You will find that you will be happier, healthier axnd more successful. Immigration...Inspiration… Innovation!

ur city has been home to numerous immigrant entrepreneurs including the CEOs of Monsanto, Express Scripts and SigmaAldrich. These innovators are emblematic of the spirit of entrepreneurship and hard work that is thriving in our city

today. In my work I have the opportunity to meet and network with numerous businessmen and women who have taken a proactive approach in working for our city to be a better place to live, work, play and invest in. One initiative, The Mosaic Project is dedicated to attracting and building our immigrant population. The Mosaic Project was launched in 2012 in response to an economic impact report, outlining St. Louis to be lagging in immigrant growth as well as highlighting the economic benefits of increasing its foreign-born population. It is a regional initiative that is professionally managed by St. Louis Economic Development Partnership, World Trade Center St. Louis and a 22-member committee. The goal is to transform St. Louis into the fastest growing metropolitan area for immigration by 2020 and promote regional prosperity through immigration and innovation. According to the report, “The Economic Impact of Immigration on St. Louis,” by Jack Strauss, Ph.D., Director of the Simon Center for Regional Forecasting at St. Louis University, immigrants are 3x more likely to be high-skilled, 130% more likely to have an advanced degree, 44% more likely to have at least a college education and 60 % more likely to be entrepreneurs.“ 12

WINTER 2015 HISPANIC CHAMBER OF COMMERCE

Photo credit:The American…The Online Magazine of the American Enterprise Institute)

In response, The Mosaic Project initiative in St. Louis was developed and mirrors other programs throughout the country. David Bornstein is a journalist specializing in social innovation and author of three books on social entrepreneurship. In a February New York Times article, Bornstein writes, ” …an incipient “welcoming” movement is taking root around the country as elected officials and community leaders are increasingly adopting “welcoming plans,” forming “welcoming committees” and issuing “welcoming resolutions” —to attract immigrants and improve relationships between newcomers and those who receive them.” Bornstein continues to report that from 1990 to 2010, the United States immigrant population increased by 20 million and that there are roughly 40 million foreign-born people in the US today. Having come to this country from Guatemala, I am a living example of what America and Americans can provide to immigrants. I in turn welcome new immigrants to our fair city. The benefits of greater immigration and diversity seem fairly obvious. Immigrant entrepreneurs create new business and thus new jobs. Neighborhoods are revitalized and there is a need for schools to reopen and more teachers to be hired. Retail stores and restaurants emerge as communities build with more economic vitality. In addition, the cultural enrichment that comes from having a diversified workforce and community is beyond measure. Entrepreneurs also contribute significantly to our state’s economy. According to the American Immigration Council, in 2010 new

immigrant business owners generated $650 million in total net business income in Missouri. From 2006-2010, 11,414 immigrants became new business owners in Missouri and 4.6% of new business owners in Missouri are immigrants. In addition to new businesses, the statistics also bode well in academia. The American Immigration Council boasts that Missouri’s economic growth is bolstered by immigrants who earn degrees in science, technology, engineering and math (STEM) from the state’s research universities. In 2009, almost 43% of STEM graduates from state research intensive universities were foreign born and almost 65% of graduates earning degrees in engineering in Missouri were not born in the US. This I believe is very exciting for our state and for our city. Every business owner faces challenges and as an immigrant entrepreneur I know well there are many unique challenges and opportunities that immigrants can face. I came from very humble beginnings in Guatemala and my training and education is in nursing. Only in America can someone like me move into the world of technology and find success. In my role at NextGen, I am always networking and have met and worked with many successful people in business, yet every one of them have had to face some challenges. I know that for me, personally, it was difficult in the beginning when we were developing NextGen. I would say “breaking through” was a challenge. I really had to use all my communication and people skills to prove myself and establish credibility. In addition, my background and training is in nursing and my nature is geared to that type of profession, so it was unusual at first and “out of my comfort zone” to navigate in a

high-tech business world until I overcame my fears and became more confident. I am often asked to give advice to people who are beginning their professional career or starting a new business and I believe there are key points relevant to immigrant entrepreneurs as well. 1. A sk for Help. Don’t be afraid to ask for help. People are flattered that you look to them for their ideas and recommendations.

6. Find a Mentor and Be a Mentor. You will need help and support from people who have experience and expertise in your field. I always say you should find several people, both men and women who you can go to for advice. When you are in the position to do so, become a mentor to someone else. 7. B ack To The Community. I have always been personally involved in the community and believe in “giving back,” and “paying it forward.” Getting

2. Take Risks. Don’t be afraid to take some

involved in the community, volunteering

risk. Even when you are uncomfortable

and donating your time and attention to

with doing something at work or it makes

charity is a responsibility that all of us in

you nervous; go for it anyway, things

business share.

get easier if you keep working at it. After all, you already are taking risks by immigrating in the first place. 3. Be Humble. Always be humble in business. No one is successful without help. Make sure to acknowledge the people who help and support you including the people who work for you and who you work for. Co-workers and friends have all been a part of your journey.

8. Keep learning new things. Learning new skills, new hobbies and new ways to do things, will help keep you moving forward. 9. Try to maintain a Healthy WorkLife Balance. Eating, sleeping right, exercising, having family time and finding just a bit of time for yourself in the course of the day is difficult but absolutely necessary.

4. Follow Your Passion. Be passionate

10. Perhaps the most important advice I

about what you do. You will find that

can give for anyone starting in business

you will be happier, healthier and more

is Face each day with courage and

successful. A new business or career

commitment. Never be afraid of hard

path is not just about steps up a ladder,

work. Be bold in taking on challenges.

it is up and down and over --- more like

Be determined in achieving your goals.

a jungle gym where you have to go from here to there to there to get to the top.

I have always believed that true business success is evidenced not only by sound

5. H ave Fun. At NextGen we have a

business practice, but character and

saying…”We take business seriously,

integrity amidst the ups and downs

and we make business seriously fun.”

every entrepreneur faces. I also believe

Having fun is also about bringing a good

that passion drives those who succeed

attitude and positive energy to your

and that is what colors the ordinary into

workplace and work every day.

something extraordinary.

Carmen Jacob, President of NextGen, grew up in Guatemala and came to the United States in 1972. Carmen helped establish NextGen in 1997. NextGen is an IT staffing company. Throughout the years NextGen’s president has been completely dedicated to diversity and brings her enthusiasm to every venture. The firm is a Certified Woman-Owned Enterprise and a Certified Minority-Owned Enterprise. Carmen, personally, and her company, has been recognized by DiversityBusiness.com. the St. Louis Business Journal and Inc. Magazine throughout the years for a continued commitment to diversity in the work place.

Craft and Refine Your Brand Story

Exposition is the beginning of the story where you provide the background behind your story and develop the characters in your story.

G SIN

TIO

EXPOSITION

TIO

CLIMAX

LIN

All stories have a beginning, a middle, and a conclusion to keep the listener captivated, no matter what the language. When you are talking about your company and its

When you look at Freytag’s Pyramid, you will see that Dramatic Structure has 5 parts. Each of the parts are explained below:

L FA

What I would like for you to think about this month is “What is your brand story?” Sure, you could tell the person that you are speaking to a few facts and figures about how you started your business, how you have grown your business, or a current project … is this really a compelling brand story? No matter what the language, the fact remains that when you are talking to people, you need to make your story interesting. The purpose of this article is to review the classic story pyramid, Freytag’s Pyramid, and show you how to craft and refine your brand story.

brand, you must also be enthusiastic about what it is you do because you are inextricably tied to your company brand. Whether you own your own company or work for the company, you are still the walking representative of the companies’ brand. So, it is important that you are able to effectively convey your brand story.

embers of the HCCSTL come from all walks of life. Some own their own businesses and others are members through their companies. One factor unites all of us, we all like to tell stories when we get together, especially at the monthly Business After Hours. When I attend, I hear people telling stories in both Spanish and English, and more often than not, it is about their business or project they are working on. After all, the purpose of networking at chamber events is to share ideas, get to know each other, and perhaps help the other person out.

DENOUEMENT

Rising Action is the timeline upon which the story progresses, it could be a journey or some growing realization about a particular business aspect that you have learned in life. Climax is the pivot point of the story, the drama behind your “Aha!” moment when everything changed for you or your business. Falling Action is what happened as a result of the pivotal dramatic moments.

Denouement is what happens at the end of this story, the moral or business lesson you learned as a result of the experience. When you are applying this pyramid to your brand, you need to put things into perspective of why the reader should care about your brand’s story. What makes you or your company so interesting that I should care to read or listen more? The members of the HCCSTL represent a wide cross section of business owners, professionals, executives, and not-forprofit leaders who are all brought together because of their support and belief in the HCCSTL. This provides a wealth of story material that your potential customers would be interested in hearing. In fact, most people want to read stories about how members worked their way up through the ranks or started their own businesses or how they succeeded in their careers. Along the way, you may have encountered a particularly challenging business problem and people would be interested in hearing how you overcame it. This is all part of engaging and gaining trust from your current and potential customers. What makes you and your business unique? This is your brand story and all the stories about how you started, built your business etc. all lead up to how you tell that story.

Ann Marie Mayuga is a partner with AMM Communications, LLC, and is a member of the Hispanic Chamber of Commerce of Metropolitan St. Louis. Founded in 2008, AMM Communications LLC, public relations, marketing and training agency of St. Louis, Missouri, provides PR, business development, crisis communications, content marketing, internal communications, executive training, marketing, media relations, reputation management, and search consulting. AMM Communications works with small- and mid-sized businesses nationwide. From 2010-2012, the agency was voted as one of the top 25 St. Louis public relations firms by the readers of Small Business Monthly. For more information, please navigate to www.ammcommunications.com or call 314.485.9499.

WINTER 2015 HISPANIC CHAMBER OF COMMERCE

2015

CALENDAR OF EVENTS BUSINESS AFTER HOURS All Business After Hours are held from 6:00 - 8:00 pm.

Jan 15

Feb 19

Mar 19

Apr 16

Ballpark Village

State of the Chamber @ HCC

Southside Early Childhood Center

The English Tutoring Project

May 21

Jun 19

Jul 18

Aug 20

Red Latina Newspaper

St. Mary’s High School

Listo- T-Rex Site

Ameren

Sep 17

Oct 16

Nov 19

Dec 17

Nestle Purina

HCC (Elections) @ HCC

World Pediatric Project

Monsanto

S I G N AT U R E E V E N T S

Feb 25

May 1

Oct 9

Job and Business Fair

Adelante Awards

Hispanic Leadership

St. Louis City Center Hotel

Double Tree by Hilton

Institute Class V Begins

E D U C A T I O N A L F O R U M S [First & Second Quarter 2015] All forums are held at the Hispanic Chamber of Commerce’s Centene Technology Center 7:30 am —9:00 am

Jan 14

Feb 12

Mar 1

Doing Business with MoDOT Securing Government Contracts

Access to Capital Funding Your Small Business

MBE Certification Presented by Amber Gooding,

Presented by George Philips, MoDOT

Presented by Prudential

Lambert International Airport

Apr 8

May 13

Jun 10

Leadership Development for Women

Women Owned Business Certification

Presented by Cileia Miranda-Yuen

Presented by Gary Alexander

Hispanic Working Women Creating a Balance to Tip the Scales in Your Favor

Small Business Administration

PLATINUM Anheuser-Busch, Inc. Nestlé Purina Centene Corporation Regional Business Council

SILVER

TOTA Investments, LLC

BRONZE FRIEND Armstrong Teasdale LLP AutoZone BMO Harris Brown Shoe Company Carrollton Bank Commerce Bank Enterprise Bank & Trust Enterprise Rent-A-Car Facilitec Corporate Furnishings Federal Reserve Bank of St. Louis Fifth Third Bank Garcia Properties Guarantee Electrical Company

Home Depot Lodging Hospitality Management Lindenwood University LUXCO, Inc. Madrina’s Ice Cream McCormack Baron Salazar, Inc. Midwest BankCentre Mississippi Lime Company Missouri History Museum New York Life NextGen Information Services, Inc. Pangea Group People’s Health Centers Prudential

Ranken Technical College Republic Services Stinson Leonard Street, LLP St. Louis College of Health Careers St. Louis Community College St. Louis Post-Dispatch TheBank of Edwardsville The Laclede Group Thompson Coburn LLP UMB Bank United Health Care United Way

C o r p o r at e S p o n s o r s