S P R IN G 2016
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Hispanic Chamber Grows Staff, Anticipates Increased BUSINESS COMMUNITY
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HCC Celebrated Their 2016 ADELANTE AWARDS
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Growth Based on Common Values by MARTHA GARCIA KAMPEN
LETTER FROM THE PRESIDENT & CEO
Dear Member/Readers, We have been recognized by the St. Louis Business Journal as the 8th largest Chamber of Commerce in the St. Louis metro area and have been spreading the word about our growth with media outlets such as KMOV and KMOX.
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Additionally, on April 29th, we celebrated our annual Adelante Awards Gala at the DoubleTree in Chesterfield. We successfully increased our net income by 61% at our annual gala this year and were flattered by all of the support we received from numerous partners and supporters. This awards ceremony is our chance to truly highlight community members who have been the pillars of our community and who are making the region a better place to live and work.
Strategies to Make Your Cash Flow More Predictable Why Everyone Needs a Checking and Savings Account Hispanic Chamber Grows Staff, Anticipates Increased Business Community 2016 Adelante Awards Growth Based on Common Values HCC Business Spotlight Arte Latino Traveling Exhibit Public Relations: What Makes You a Good Media Source?
“ WITHOUT YOUR GENEROUS SUPPORT, WE WOULD NOT BE ABLE TO OFFER AS MANY RESOURCES TO OUR SMALL BUSINESSES AND EMERGING LATINO LEADERS.”
Even with all of this growth and momentum, this success wouldn’t have been possible without the support of companies that believe in the communities they serve. Without your generous support, we would not be able to offer as many resources to our small businesses and emerging Latino leaders. I am proud that the Hispanic Chamber is now able to provide additional resources and assistance to the Hispanic business community through our newly hired Business Counselor. The community has been quick to reach out for her assistance and I’m humbled by the businesses we are able to better serve. In addition to our Adelante Awards Gala, we also have our monthly Educational Forum series, Café with Business, 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. Thank you for your continued support,
Karlos Ramirez President & CEO
Rodney Malone
Aflac
L&P Construction and Development Group LLC
Agency for Community Transit
LIFE Leadership
Southern Hospitality Education
Biesenthal & Gray, LLC
Mayer Realty Group
St. Louis Jewelers
Candescent Counseling, Consulting and Coaching, LLC
Mexcla
St. Louis Public Radio
Mi Tierrita Empanadas y Mas
Stone Bridge Roofing
Daniel Villa Agency
Mi Tierrita Multi Service
Sytech-IS LLC
Family Heritage
Paleteria y Neveria La Gloria
City of University City
FOCUS St. Louis
Pearl Gallery Tattoo Studio
Villa Chavinda Mexican Store
Geodata IT, LLC
Reyna Alfaro
A&M Consulting & Advisors
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. cover photo by: CHARLES TURNELL contributing author: VANESSA GARCIA
Softtek Integration Systems
6 Strategies
TO MAKE YOUR CASH FLOW MORE PREDICTABLE
Cash may be king, but it’s the ability to manage your company’s cash flow effectively that allows the cash to keep its royal position. With nearly 20 years of banking experience, I’ve worked with entrepreneurs and business owners in a wide range of industries from start-up to the sale of the business and retirement. The one universal thread that ties all successful businesses together, regardless of the stage, is the effective management of cash flow. As a business banker, my role is to learn about all facets of my clients’ businesses so I can be a partner and a resource to them.
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ver the years, one issue has proven to be critical – good cash flow management. Some of it is academic. Some of it is common sense. Some of it comes from professional advice. Some of it comes from experience. In reality, though, it all comes down to managing the day-to-day responsibilities of owning and running a business. Here are a few pointers I’ve picked up from my clients: PROJECT YOUR NUMBERS OUT 120 DAYS
While you might find it hard to predict your cash flow for an entire year, most businesses have a solid handle on income and expenses over the next 4 months. Start with your Profit and Loss statement for the year to date, and make your best, educated estimates for income and expenses. If you run a business with seasonality issues, compare last year’s numbers to the current year-to-date numbers as your baseline. It’s a good comparison of year over year numbers. HIRE AN ACCOUNTANT OR A BOOKKEEPER
Entrepreneurs have a can-do spirit in all areas of their business. Often times doing everything yourself works well in the beginning stage of 4
your business; eventually, that approach is not sustainable — you will need to outsource some responsibilities. The one responsibility I find most business owners outsource is the bookkeeping and accounting. Your time should be spent on what you do best…selling and/or creating your product or service. Ask your banker, business attorney or financial advisor for referrals for an accountant or bookkeeper. Outsourcing this function is not a luxury. Keeping your books current, compliant and accurate is necessary for any well run business. Plus, you’ll save time during tax season because you’ll be better prepared. SECURE LONGER-TERM CUSTOMER CONTRACTS
Cash flow is much easier to predict when you have long-term contracts. Do your services and products allow your customers to go from a one-time purchase to a monthly purchase or from a monthly purchase to an annual contract? Are multi-year contracts possible with your current customers and clients? The longer the contract period with each customer the easier it is to predict cash flow.
GET PAID FASTER WITH TREASURY MANAGEMENT TOOLS
Slow playing customers can put a crimp into a company’s cash flow. One way to expedite payment is with the Automated Clearing House (ACH) system. Most financial institutions offer ACH transactions as a way for customers to get paid more quickly and to pay their bills in a more timely fashion - without writing and mailing a check. ACH payments are electronic payments that are created when the customer gives an originating institution, corporation, or other customer the authorization to debit directly from the customer’s checking or saving account for the purpose of bill payment. Customers who choose ACH payments must first authorize you to debit their bank account for the amount due. One concern I hear from clients who may not be as comfortable with the ACH process is that they are concerned about how secure their account information will be. Banks are leading the way with cybersecurity and are developing multiple ways to protect the privacy of customers. If you think of the number of people who handle a paper check, the ACH method can be both safer and faster. PLAN FOR FACTORS OUT OF YOUR CONTROL THAT COULD IMPACT YOUR SALES
Consider making a list of external factors outside of your control that could affect your cash flow. You might be surprised how a brainstorming session, either alone or with members of your team,
can help develop strategies to counter these challenges. For instance, if you own a lawn care business, you are busy from spring through fall. What about the winter season? Is there an opportunity to keep your team employed during the winter plowing driveways and shoveling walkways? DEVELOP A STRONG WORKING RELATIONSHIP WITH YOUR BANKER
The relationship with your banker can make a difference in the life your business. Your banker is a resource for you. The relationships I’ve built with my clients have lasted years. You need someone who is on your side, who can be trusted, and who is candid. Part of the role I serve for my clients is to be both a resource and resourceful. Your banker should always be on the lookout for ways to help you grow your businesses, connect with others, and fulfill your dreams.
As a business banker, my role is to learn about all facets of my clients’ businesses so I can be a partner and a resource to them.
MONICA CAMPBELL is an Assistant Vice President, Business Banking Specialist with Enterprise Bank & Trust. With nearly 20 years of banking experience and relationship management, Monica works with clients by offering customized banking solutions for businesses with annual revenues of up to $10 million. Monica can be contacted at 314.995.5681 or mcampbell@enterprisebank. com. To learn more about Enterprise Bank & Trust, please visit, www.enterprisebank.com.
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Hispanic Chamber GROWS STAFF, ANTICIPATES INCREASED BUSINESS COMMUNITY A membership coordinator and a business counselor are the latest additions to the Hispanic Chamber of Commerce of Metropolitan St. Louis. BUSINESS COUNSELOR BRINGS YEARS OF EXPERTISE
A native of Guanajuato, México, Gabriela RamírezArellano has taken on her new role as Business Counselor with great enthusiasm as she has spent the past few years in her career helping entrepreneurs and small businesses expand and gain access to opportunities for growth.
Why Everyone
NEEDS A CHECKING AND SAVINGS ACCOUNT
Checking accounts and savings accounts are important for financial planning and security and can help people save money for a better future. Did you know that if you don’t have a social security number but do have an Individual Taxpayer Identification Number (ITIN), you may be able to open a checking or savings account at a local bank?
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identification card expires or you leave St. Louis, you can still keep your money in your bank account.
Cash your paychecks for free. Check-cashing businesses charge a fee to cash your checks. Cash your checks at a bank and keep all your money. You can also use direct deposit to have your paychecks automatically put in your checking account.
Help your business grow. If you have a small business, banks can help you gain access to special business accounts and loans.
hecking and savings accounts have many benefits. Some banks even offer free checking accounts with no minimum balance requirements.
Get a free debit card. This is safer than carrying cash. Use your debit card to get cash, buy groceries, pay bills and order online. Use online banking. You can access your account online from your computer or smartphone to save time and money. Send money abroad. With a bank account you can send international money transfers. Keep your money safe. Your money is insured at a bank. If someone steals your checkbook or debit card, your money is protected. If your
Earn interest every month. With a savings account, you receive interest every month to help increase your savings.
Plan for the future. A bank account can help you build a financial identity and establish a residential history to prove how long you have lived in the U.S. The bank helps teach your children how to save money, too. To learn more about checking and savings accounts contact Kathleen Spies, Mortgage Officer, Community & Economic Development at Midwest BankCentre. NMLS#1398837. Phone: (314) 633-6745 or email: kspies@midwestbankcentre.com. Midwest BankCentre. Member FDIC.
KATHLEEN SPIES is a Mortgage Officer with the Community & Economic Development team for Midwest BankCentre, in St. Louis, Missouri. Her work focuses on community outreach programs in the areas of lending, refinancing, financial education, and volunteerism throughout the St. Louis region. Her goal is to improve local neighborhoods through partnerships with community groups. She received her Bachelor’s Degree in Law with an emphasis in International Law from Universidad Nacional Autónoma de Honduras in Tegucigalpa, Honduras. She is a native of St. Louis, Missouri and is fully bilingual in Spanish and English.
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Ramírez-Arellano earned a bachelor’s of science in marketing from the University of Missouri-Columbia and an MBA from Lindenwood University. After graduation she moved to Detroit, where she raised her family and found her voice for helping the community build economic strength through financial literacy, entrepreneurship and education. With more than two decades of non-profit experience, Gabriela has specialized in assisting organizations develop strategic plans to reach their marketing and outreach goals. A lifelong volunteer, Girl Scout, and fundraiser, these efforts have provided her with opportunities to hold various leadership positions including chartering a chapter of Jack and Jill of America, Inc., assisting Girl Scouts of Southeastern Michigan increase girl and adult membership, co-founding the first bilingual charter school in midtown Detroit, creating business development curriculum for various entrepreneurship programs, leading Bowling Green State University’s Parent Program and starting several successful businesses including Don Emiliano’s Restaurante Mexicano in O’Fallon. MEMBERSHIP COORDINATOR TO HELP OUTREACH EFFORTS
A native of Medellin, Colombia, Carlos Restrepo, the new Membership Coordinator for the Chamber, is a professional communicator, writer and freelance journalist who has studied, lived and worked in St. Louis for more than ten years. He has contributed to numerous publications both as a freelancer and in full-time roles, including AOL’s Patch.com, The Riverfront Times, El Mundo Latino, The Huffington Post, The Marshall Democrat-News and the Chesterfield Chamber of Commerce’s Out and About magazine. Restrepo, who attended Webster University’s School of Communications, has for the past two years headed the communications office of Room at the Inn and La Posada Providencia homeless shelters, two sister non-profits sponsored by the Sisters of Divine Providence. He also volunteers for the Society of Professional Journalist in St. Louis.
The new staff will have a sharp focus in recruiting, training and counseling new Hispanic and minority-owned small businesses, which we see as pillars of our local economy. Recently naturalized as a U.S. Citizen, Restrepo says he is excited about the opportunity to give back to the growing Hispanic population of the Greater St. Louis area. He hopes to bring his skills and knowledge in the field of communications and development to the mission of the Chamber, while showing the community in general why Hispanic and minority-owned businesses are crucial to the future of this thriving region. “The Hispanic Chamber staff and board of directors saw it crucial to increase our staff as we look to add more value to becoming a member of this fast-growing chamber,” said Karlos Ramirez, Executive Director of the Hispanic Chamber of Commerce. “The new staff will have a sharp focus in recruiting, training and counseling new Hispanic and minority-owned small businesses, which we see as pillars of our local economy.” HISPANIC POPULATION GROWS EXPONENTIALLY
The Hispanic population is one of the fastest growing minorities in the United States, according to Census figures. Although St. Louis has a relatively smaller population of Hispanics compared to cities like Miami, Chicago and New York, the St. Louis Metro Area, and surrounding counties, is increasingly becoming a destination for Hispanics. A study on the social and economic trends of Hispanics and Latinos, conducted by St. Louis University Professor J.S. Onesimo Sandoval, shows a steep increase in the overall Hispanic/Latino population of the St. Louis Metropolitan Area. According to the study, the Hispanic population is expected to reach anywhere from 131,227 to 195,767 in the next 14 years. The current Hispanic population in the St. Louis metro stands at approximately 80,000. “What we are seeing is both first generation and second generation Hispanics coming to the city because of its low cost of living, amenities and family-oriented activities,” Ramirez said. In addition to living in the city, Hispanics are also investing in it. According to the Census 2012 Survey of Business Owners, which is updated every five years, there were more than 2,000 Hispanicowned businesses in St. Charles, St. Louis County, and the City of St. Louis, combined. That’s not counting the neighboring Illinois counties and cities that are part of the St. Louis Metropolitan Area. “Our task now is to identify who those businesses are, and how we can help them thrive in the region,” Ramirez said.
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2016 Adelante Awards On April 29th, the Hispanic Chamber of Commerce celebrated their 2016 Adelante Awards at the DoubleTree by Hilton in Chesterfield. This event truly captured the theme of Growing Together as the Hispanic Chamber celebrated the largest Adelante Awards yet. The HCC welcomed over 400 guests to the event and recognized a tremendous leader, Andrew Velasquez III, the Regional Administrator for the US Department of Homeland Security Federal Emergency Management Agency Region V as the keynote speaker for this event.
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he Adelante Awards began as a way to highlight and celebrate the achievements of individuals, entrepreneurs and corporations in the St. Louis metropolitan area. The awards focus on individuals and companies who have contributed to the betterment of not only the Hispanic community, but the St. Louis community at large. Because of the notable commitment from the emerging professionals within the HCC, the Hispanic Emerging Leader award was developed and due to its inaugural year, 5 nominees were selected to receive this new award. The Hispanic Chamber of Commerce was honored to recognize local companies and community leaders at this event.
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“THE ADELANTE AWARDS BEGAN AS A WAY TO HIGHLIGHT AND CELEBRATE THE ACHIEVEMENTS OF INDIVIDUALS, ENTREPRENEURS AND CORPORATIONS IN THE ST. LOUIS METROPOLITAN AREA.” —2016 ADELANTE AWARD WINNERS— Hispanic Emerging Business of the Year: LifePack Hispanic Business Advocate of the Year: Ameren Hispanic Businessperson of the Year: Angel Jimenez-Gutierrez Hispanic Company of the Year: Facilitec Corporate Furnishings Hispanic Civic Award of the Year: United Way Hispanic Lifetime Achievement: Guillermo Rodriguez HCC Member of the Year: Robyn Heidger Hispanic Emerging Leader (5 Recipients): Santiago Beltran / Vianey Beltran / Johnny Castro / Mario Santander /Ricky Vigil
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who measure success by providing for the needs of their families: a home, a safe environment, educational opportunities, a place for their family to grow and prosper while maintaining their cultural identity. ENTREPRENEURS . In case you haven’t noticed, the number of
Hispanics are coming to St. Louis, and growing their careers, their businesses and their families.
Growth Based on Common Values
BY MARTHA GARCIA KAMPEN, SR. STRATEGIST, KAMPEN MARKETING CONSULTANTS, LLC
Have you noticed? Growth is happening all around us. Perhaps you noticed green plants and colorful flowers growing to full glory from spring to summer? Have you noticed how babies seem to grow before our eyes into young people with a mind of their own? Perhaps you’ve taken note of how small Entrepreneurial ideas have grown into profitable St. Louis business enterprises? ...But have you noticed how a few immigrants are growing into a thriving St. Louis community?
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he Hispanic community of metropolitan St. Louis continues to grow in so many ways. While the Hispanic demographic still only comprises about three percent of the St. Louis population. Certainly our population numbers are increasing [current Hispanic population in Metro STL is at 75,000, up from 40,000 in the 2000]. The number of Hispanic businesses has also increased 60% in the St. Louis metro. But sheer numbers alone do not tell the full story of the growth in the Hispanic community of St. Louis. To truly understand how and why this community is growing, one must first understand the common cultural values of these individuals. One must learn of their struggles, challenges and determination ST. LOUIS IS HOME TO A GREAT VARIETY OF HISPANIC INDIVIDUALS YOUNG PROFESSIONALS : These are the bright minds from
throughout Latin America, Spain and Portugal who come to study at one of our local prestigious universities. Upon graduation, many times with Masters and Doctorate degrees, these young 10
Hispanic professionals have chosen to stay and work here in St. Louis. [NOTE: at the recent Hispanic Chamber 2016 Job Fair, 36% of job seekers held Masters degrees, 46% held Bachelors degrees]. Many have been hired by one of our many progressive corporations, such as Monsanto, Nestle-Purina, AT&T, Centene Corporation, United Way, Edward Jones, Wells Fargo and others. These are the people who are working, marrying, buying homes and raising families in a variety of communities throughout the St. Louis metropolitan area. These young people are active in their careers. They diligently work toward advancement, while expressing a sense of gratitude for that opportunity. They have a great deal of pride in their work and their position. These are the energetic ones we see at civic and community engagement volunteer events. They eagerly serve the needs of others. These young professionals also have a strong sense of family, many times choosing to limit their volunteer and networking opportunities for the sake of sharing in the care of their children and household.
Many of our St. Louis young professionals are also first-generation Americans. They are the sons and daughters of immigrant parents who sacrificed much to build their dreams – and a better life for their children -- in the United States. Many parents of these first-generation Latin-Americans were entrepreneurs, factory and hospitality workers, skilled laborers, health care providers. These parents raised their children with the values of their native land: hard work, determination, integrity, sincerity, faith, love of family. You may be surprised to learn that this group of Millennials now comprise a large sector of our Hispanic community in St. Louis.
Hispanic-owned businesses has increased 60% in St. Louis city, county and St. Charles County, where the number of Hispanic firms more than doubled from 2007 to 2012, representing nearly 2,500 St. Louis businesses. The breakdown may surprise you with 14% in construction, 12% being professional, scientific and technical firms, 11% in Administrative Support and Waste Management Remediation Services, 10% in Healthcare & Social Assistance and 7% in Retail trade. Have you thought about immigrant MOTHERS WANTING BETTER EDUCATIONAL OPPORTUNITIES FOR THEIR CHILDREN? These women have come to St. Louis from a variety of paths and countries. Many are career women, experienced in their professions. Some bring their entrepreneurial spirit to our city, building small businesses to not only provide for their families, but also their local communities. Many are mothers of small children, who have come with their husbands. Many immigrants have come to St. Louis to escape the poverty, war and despair of their native countries. These are strong, resilient women. They have overcome much hardship and many obstacles. They are passionate about providing a better life for their children. They have vivid dreams and aspirations for their children…and for themselves. EXPERIENCED PROFESSIONAL MEN AND WOMEN SEEKING TO ADVANCE THEIR CAREER OPPORTUNITIES . We’ve talked about the
Another group to note are FATHERS SEEKING NEW OPPORTUNITIES FOR THEIR FAMILIES . Many men came to the United States seeking
young professionals, but many Latinos choose St. Louis as their destination to continue to build and expand upon a successful career in Latin America. These professionals are sought after by our more progressive and global corporations. They bring their wealth of experience and expertise and apply it into a multi-national marketplace. They decide to settle in St. Louis because of it’s conservative values, cultural amenities, “beauty,” and safety. They feel welcome and are eager to integrate into the city’s cultural fabric.
work and wages that would provide a better living for their families. They came with skills and a strong work ethic, which made them sought-after employees and contract workers. They also came to start small businesses. You can see many of these businesses along Cherokee Street in South St. Louis City, but many businesses are thriving throughout the St. Louis region including North, West and South St. Louis Counties; St. Charles, Lincoln and Warren Counties out west; and on the east side in Madison and St. Clair Counties. A variety of Hispanic businesses, shops and restaurants contribute to their local economies. Many times these are a family-owned and operated enterprise. These are men, (and many times their spouses),
Growth comes in a variety of forms. The Hispanic population growth in St. Louis is evident – if one chooses to look. While still a small percentage of our total population (only 3% of the St. Louis Metro), Hispanics are coming to St. Louis, and growing their careers, their businesses and their families. And that is a GOOD thing. We should continue to provide a welcoming environment for all “immigrants” to St. Louis – whether they come from a different country, a different state, or a different city in Missouri. Growth is good. And I am happy to be one of the many first-generation Hispanic-Americans who chose to come to St. Louis from another Missouri city, to grow my family and my business here.
MARTHA GARCIA KAMPEN is founding partner of the marketing management firm, Kampen Consultants, LLC, specializing in strategic marketing planning for emerging companies since 1988. Her 30 years of Management experience ranges from sales, product management and market research to strategic marketing planning. She has consulted hundreds of businesses and non-profit organizations throughout the U.S. in a variety of industries. As a visionary, first-generation, bi-cultural Hispanic American, Martha has helped many companies and organizations foresee and adapt their marketing strategies to successfully meet changing market conditions, gaining a specialty in the area of Cross-Cultural Marketing Communications & Strategy.
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Their art is rich, colorful, innovative, imaginative and traditional–reflecting the diversity of the Latino community in the St. Louis region.
HCC Business Spotlight
Señor Pique
Searching for success in the restaurant industry can be a tiring journey. However, when you have employees made up of close family and a restaurant that so tactfully dances between two cultures in the heart of the suburbs, that dream becomes a reality. For Angel Jimenez Gutierrez, owner of Señor Pique, success is having trust in management, pushing your ego aside and learning from your mistakes. Why did you decide to pursue a career in the restaurant business? Angel J: I went through many positions at the restaurant I used to work for and I saw the success of that business. I just thought that I could easily share my culture in an authentic way and that would bring me a lot of success with a new concept here in St. Louis.
How is running a business with your family? Angel J: Working with my family has been a great experience. You hear all of the stories about never doing business with your family or friends because things are going to finish badly. In my position, it’s a challenge because I have to be a husband, a brother, a son and on top of that, I need to be a leader of a business. That can seem like an obstacle at times, but the truth is, we’ve been doing this for eleven years and it cannot get anymore trusting than your family. Can my mom not come to work today knowing that I’m here? She can easily trust that. Can I go play golf knowing that my wife is the floor manager at that moment? You can’t get any more trusting than that. There are a few different elements here: If you are smart and if you communicate and you try to be aware of your emotions on a regular basis, you can come out on top.
Why did you decide to open a restaurant in Ballwin? Angel J: It’s an interesting story. At the time, I had just come back from Mexico City and I was tired of the city life. I was working at Hacienda and my wife’s family lived in Wildwood, so all the drive from Hacienda in Rock Hill to Wildwood, we’d drive on Manchester. Right after 141, I loved that little area on Manchester because they had these little lamps and nice streets, so when we decided to open, I knew I wanted to open in the Wildwood area. Lucky for us, there was a building for sale in the heart of Manchester, which became Señor Pique.
Tell me about the type of food and overall experience people might find at Senor Pique. Angel J: When we decided to open Senor Pique, my wife and I had the idea of selling nothing but authentic Mexican food, but then my father-in-law said, “You don’t sell what you want; you sell what people want.” When I would visit other restaurants, nothing was close to what I was used to eating. The tacos were crispy tacos with lettuce, cheddar cheese and tomatoes on top. When we created a menu and all of our tacos had cilantro and onion and the enchiladas were nothing but mole, my father-in-law said, “I understand you’re 12
trying to bring a new an experience, but you have to sell things that people want.” Not agreeing 100% at the time, we created the burrito, chimichaga and fajitas. Years later, I could tell you that if we didn’t do that, I don’t know if we would be here. We have a lot of authentic dishes, so if you want to eat something Mexican, we are one of the options because you will find authentic things like our tacos al pastor, dorados, mercado, chili marinto and mole; but if you need some of the Americanized Mexican food, we also have that.
Why is your business a Hispanic Chamber member? Angel J: It’s very simple. It’s the energy that the Hispanic Chamber displays and their willingness to help. I see the whole team committed to really helping all of the businesses that belong to the Hispanic Chamber of Commerce. You can ask me how they help and I’d say by giving business, connecting and networking. The HCC even offers classes and different information which can help you develop new skills or reinforce skills you already have. So for me, those are more than enough reasons to join.
If you could share any advice, what would you share with readers and future entrepreneurs/ restaurant owners? Angel J: If I had one piece of advice, it would be to learn from every experience. Our ego gets in the way constantly in terms of learning. We are very busy thinking or trying to explain why things happen or who to blame, rather than actually finding that you are the one who has messed up. It’s very easy for me to think how people lack motivation, and it’s very easy for me to take the position: what’s happening to teenagers, young people and the millennials? They don’t know responsibility. But when you ask yourself, “What have I been doing wrong?” and you don’t let your ego in that conversation, you find clarity and you start making entrepreneurial changes with a purpose. And to me, that makes you successful. People measure success by economics or recognitions, but I consider success by how many mistakes you truly learn from.
The truth is, we’ve been doing this for eleven years and it cannot get any more trusting than your family.
Arte Latino Traveling Exhibit
THE INNOVATIVE, IMAGINATIVE AND TRADITIONAL TALENT OF LATINO ARTISTS IN THE ST. LOUIS REGION During this summer 2016, several venues in St. Louis will set the stage for the Arte Latino Traveling Exhibit. This exhibit will be featured at the St. Louis Mosaic Project, the Hispanic Chamber of Commerce STL, the International Institute of St. Louis and the Missouri Humanities Council.
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his art exhibit features seven artists representing Mexico, Puerto Rico, Argentina, Colombia, Brazil and Costa Rica. Their art is rich, colorful, innovative, imaginative and traditional–reflecting the diversity of the Latino community in the St. Louis region. Like the variety of themes and techniques being displayed, these artists are not isolated figures limited to intergroup conversation among themselves. Instead, they are peers interacting with other American and foreign born artists in broader contexts. The Arte Latino Traveling Exhibit offers the opportunity to demystify stereotypical concepts of Latinos and Latino art and to promote integration of the various groups within our region.
The positive impact of the Arte Latino Traveling Exhibit has been felt as many institutions have expressed an interest in hosting the art. This interest further demonstrates the welcoming spirit of the St. Louis community. The artists featured in Arte Latino Traveling exhibit are Gabriela Toujas, Nelson Perez, Alexandra Mertz, Olga Rusinova, Cecilia Andre, Alejandra Velasco, and Vivian Gutierrez. For more information about ARTE LATINO Traveling Exhibit visit the St. Louis Mosaic Project page www.stlmosaicproject.stl. Arte Latino Traveling Exhibit is an initiative of the Latino Legacy Project founder and Art Curator Cileia Miranda-Yuen.
CILÉIA MIRANDA-YUEN Art Curator and Leadership Development Specialist. Celéia embraces multiple leadership roles in the workplace, and in the artistic, cultural and educational segments, with keen professionalism, visionary spirit, and charisma. Founder of the Latino Legacy Project, Ciléia Miranda-Yuen is the president of the leadership and diversity consulting company Genway International, and executive director of Belas Artes, where she promotes cross-cultural understanding and appreciation through art. CONTACT: cmy@belas-artes.net • 314-898-2256.
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Public Relations
WHAT MAKES YOU A GOOD MEDIA SOURCE?
Public relations is a discipline of marketing. In order to be success in having your business covers in the press or to be quoted as a source, you need to garner the attention of journalists and build a strong relationship of mutual respect. Credibility as an expert is built when a business owner is interviewed by a variety of media outlets highlighting his industry knowledge because he has something unique and fresh to say. It is earned media from a third party endorsement. It cannot be bought. It isn’t advertising. Below are the fundamentals to ask yourself if you think you would make a good media source:
NO ONE CARES ABOUT YOUR STORY
From your perspective, your company is interesting, and your products are the best around. But every entrepreneur believes the same thing. And the journalist you are sending your press release or calling to pitch has heard the same spiel from every company that contacted her this week. No one cares that you launched a new company. No one cares that another set of products has been unleashed upon the world. Media is interested in one thing: the effect of your product or service. The lives that have been changed or made better by your company and your product. BE AUTHENTIC
You are the biggest champion of your brand and no one knows your company better than you. Such authenticity is impossible to fake or buy. Journalists pick up on this quickly. Experienced journalists know when a source is being sincere and what makes a good story. Each company has a story to tell. Understand that for journalists, many of the stories sound the same. You need to break through the static by standing out among other similar sounding sources by knowing the specific topics when you are an expert. You can’t know everything about your industry. Pick 2-3 topics where you are the most knowledgeable. DO YOUR HOMEWORK
Do your homework before pitching a reporter or producer. Become familiar with the journalist and the media outlet you are targeting. Study what the journalist has reported. Follow and engage her on 14
social media through Twitter or Facebook. For example, don’t pitch a story to a business reporter who covers banking and finance if you own a technology company that writes Smartphone applications for retail. Be prepared for the pitch. Think of it like this…you would never make a sales call without doing your research first. BE A RESOURCE AS WELL AS A SOURCE
To build a credible and long-lasting relationship with a reporter, you need to become a resource as well as a source. Let the journalist know that you are available to provide background information if she has a question for a story she is writing. You may not be quoted but know you are building a relationship. Think about other professionals within your network who could be strong sources for the journalist. PITCHING IS SALES
Pitching your story idea to a journalist or blogger is like any sales situation. Be conscious of your words and how you use them. Brevity is key; journalists do not have much time and the demands on their time are great. You have less than two minutes — phone conversation, email or Tweet – to convince them, or at least capture their interest, in a pitch. Your story idea needs to be compelling enough to entertain and interest a viewer, listener or reader because the journalist’s goal is to inform his listeners, viewers and readers. Dull and one-dimensional pitches don’t work. No one really cares about your product or service unless it is so out of this world there is nothing like it on Earth. Think instead about how your company’s story is a plotline:
What are the challenges you’ve overcome? What things are interesting about your company and why should the journalist care? How will it make business or life better? After you have studied the reporter’s work and you understand the purpose of your pitch, make it easy for the journalist to use your information. When sending an email or placing a call, keep it brief. Remember the two-minute rule? Keep the conversation or copy in the email to a relevant story or new industry trend. The more complete your idea, the higher the odds of getting noticed by the reporter. SILENCE IS NOT A REJECTION... JUST TAKE A HINT
If you haven’t received a response to your pitch, the journalist may be too busy to respond or the pitch didn’t catch her interest. Follow up once a few days later and if you don’t hear anything back... drop it. If you have started to build a relationship with a reporter, one way to keep it active is to check in every so often and to stay on the journalist’s radar screen. So how does that translate into the frequency of how often you should contact the journalist? It depends on how well you’ve developed a relationship with the journalist. My
The more complete your idea, the higher the odds of getting noticed by the reporter.
recommendation is to send an email every 1-2 months that offers a story idea or makes an introduction to a new source.
MAKE SURE YOUR COMPANY IS READY TO MAKE THE PUBLIC ANNOUNCEMENT
A public relations campaign can do more harm than good if your company is not prepared to handle the demand for your product or service when there is a sudden and significant increase of customers, or if there are competitive advantages you don’t want your competition to learn. You need to consider the pros and cons of what information about your company you want to have public. PUBLIC RELATIONS HAS A SIGNIFICANT IMPACT ON A BUSINESS’ BOTTOM LINE
Knowing when you and your company are ready to the spotlight is understanding when you are ready to let clients and perspective clients know how great your product or service is.
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.
SPRING 2016 HISPANIC CHAMBER OF COMMERCE
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C O R P O R AT E S P O N S O R S PLATINUM
Anheuser-Busch, Inc. Centene Corporation
Nestlé Purina
Regional Business Council United Way of Greater STL
SILVER
BRONZE
FRIEND
Anthem Armstrong Teasdale LLP Ballpark Village BMO Harris Carrollton Bank Central Bank of St. Louis Citrus Springs Commerce Bank Country Financial CTS Group Dot Foods, Inc. Enterprise Rent-A-Car Facilitec Corporate Furnishings Federal Reserve Bank of St. Louis Fontbonne University Garcia Properties Graybar GSG Consultants, Inc. Guarantee Electrical Company
Republic Services Home Depot LHM Southern Illinois University—Edwardsville Spire, Inc Lindenwood University Stinson Leonard Street, LLP LUXCO, Inc. St. Louis College of Health Careers Madrina’s St. Louis Community College Magnolia Hotel St. Louis Post-Dispatch Major Brands Strategic Staffing Solutions McCormack Baron Salazar, Inc. Midland Sates Bank Success Promotions Midwest BankCentre Talisen Technologies, Inc. Mississippi Lime Company TheBANK of Edwardsville Missouri History Museum Thompson Coburn LLP Montgomery Bank University of Missouri System NextGen Information Services, Inc. USA Mortgage Pangea Group ValDivia Enterprises People’s Health Centers Washington University Pinnacle — St. Louis Weber Chevrolet Creve Coeur Ranken Technical College Webster University Regions Bank Western Illinois University