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Heriberto Nogales sells
trees and plants at the Forest Grove Farmers Market. Nogales, who works full
time at a local nursery, is trying to start his own nursery business. He's
getting support from a new program called Adelante Empresas, a small business
development project focused on entrepreneurial development and environmentally
sustainable businesses among Spanish speaking immigrants in Washington County.
The program is run by Adelante Mujeres, a Forest Grove nonprofit focused on
Latina advancement. Adelante Empresas |
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Idolina Ibarra uses a
mixture of water and vinegar to clean the mirrored doors in a client's dining
room. Adelante Empresas, a new program aimed at helping Washington County Latino
entrepreneurs develop skills, helped Ibarra and her business partners launch
Cleaning Wizards, an environmentally friendly house cleaning business. |
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Gabriela Perez, a partner in
Cleaning Wizards, a house cleaning business, polishes the glass doors in a
client's living room. Perez and her partners benefited from Adelante Empresas, a
new program that helps start and grow small Latino businesses.
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Margarita Plancarte cleans a
client's bathroom. Plancarte and her business partners hope to enlarge their
business with the help of Adelante Empresas, a new program that supports Latino
entrepreneurs. |
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Latino business growth
Despite the hurdles,
Latino-owned firms are the
fastest growing sector of the
U.S. economy, according to data
from the Census Bureau and other
studies.
The number of Hispanic-owned
businesses grew 31 percent
between 1997 and 2002 -- three
times the national average for
all businesses.
The nearly 1.6 million
Hispanic-owned businesses
generated nearly $222 billion in
revenue, up 19 percent from
1997.
In 2002, nearly 30 percent of
Hispanic-owned firms operated in
construction and other services,
such as personal services, and
repair and maintenance.
In 2002, firms owned by people
of Mexican origin accounted for
more than 44 percent of all
Hispanic-owned firms.
Source: The 2002 Survey of
Business Owners released in
March 2006 by the U. S. Census
Bureau
And indicators suggest that the
recent surge of Hispanic-owned
businesses will only grow in the
future.
Hispanic-owned businesses is
expected to grow 41.8 percent in
the United States by 2012, to
4.3 million.
Total revenues of
Hispanic-owned firms will surge
39 percent by 2012 to more than
$539 billion.
Source: 2006 estimates by
HispanTelligence, the research
arm of Hispanic Business Inc.
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Adelante Empresas: Helping Hispanics
Prosper
FOREST GROVE (By
Gosia Wozniacka, The Oregonian)
August 20, 2009
Under the scorching sun, Heriberto
Nogales waters Japanese Maple
saplings on a rented half-acre lot
just off the Tualatin Valley
Highway.
For the past two years, Nogales has
spent mornings, evenings and
weekends tending to trees and
plants, infusing leftover energy and
income from his full-time nursery
job into soil, stakes, and seed. His
goal: To jump-start his own nursery
business.
But it can be tough going for an
immigrant with little capital and
English skills. There are days when
sheer determination pushes Nogales
to graft plants and fix rickety
greenhouses.
A new program may help. Adelante
Empresas, launched this spring by
Forest Grove nonprofit Adelante
Mujeres, is teaching Nogales and
half a dozen other Washington County
Spanish-speaking entrepreneurs to
overcome barriers and develop skills
to start or improve their small
businesses. It also encourages
environmentally sustainable
businesses.
The program is crucial in a county
with a growing Latino population
15 percent of the total population,
according to the 2007 American
Community Survey.
"We're helping Hispanics be more
economically viable," Adelante
Empresas coordinator Ali Brown,
said. "It will allow them to invest
back into the community, and lead to
more community development."
Hispanics face special challenges in
developing business ventures, Brown
said, because language and cultural
barriers abound. Many Latino
entrepreneurs may have trouble
communicating in English with
clients, she said. Or, they may not
know how to properly greet a client
who walks through the door.
Some lack formal education, Brown
said, and "need to be taught how to
think the same way as an
entrepreneur who was born and
educated in the United States."
Latino immigrants often lack social
capital. Their communities are
self-contained and isolated, she said,
with little access to clients in other
Metro area neighborhoods.
"Opening them to a larger community is
key," Brown said.
Turning dreams into reality
Adelante Empresas helped Nogales
establish a marketing plan for his
nursery and figure out what kind of
permits to obtain.
Nogales, 38, who lives in Forest Grove,
recently went to register his nursery
license, pesticide license, and to buy
insurance.
"It's tough when you're here without
your family's help," Nogales said. "The
laws are different and you need a lot of
money, it's harder to start."
The nursery pesticide applicator has
lived in Oregon for nine years with his
wife and five children. He said his
parents ran a farming and ranching
operation in the Mexican state of
Hidalgo.
Nogales worked in the fields since he
was 6 years old, he said. Through
Adelante Mujeres, he took an organic
farming class and hopes to run his
nursery pesticide-free.
His dream: to buy his own land, where he
can plant at will and sell plants to
large companies.
"My goal is to be independent, to get
ahead in life," Nogales said. "I want to
show people that Hispanics come to help.
If we all had businesses, we would help
the country and we would not require
government services."
Adelante Empresas provides a cooperative
referral system
a mini chamber of commerce of sorts
and consumers who visit its website
can do one-stop shopping for several
locally owned services.
It also is developing a mentorship
program with local business owners and
executives. The goal is to match
practiced volunteers with the Latino
entrepreneurs, so they can learn and
become integrated into the county's
small business community.
Cleaning Wizards is the result of a
successful match. In the fall of 2007, a
group of three women who participated in
Adelante Mujeres' Adult Education
Program launched a sustainable cleaning
business. Two years later, Adelante
Empresas matched them with a business
mentor who is helping the women take
their business to a new level.
For over a year, Idolina Ibarra, 38, of
Hillsboro; Gabriela Perez, 31, of
Beaverton; and Margarita Plancarte, 41,
of Forest Grove sold food at
construction sites to raise money and
chipped in their own savings. The women,
who have lived in Oregon between three
and 17 years and originally hail from
Mexico, worked cleaning for other
companies, but dreamed to be
self-employed.
"I came to this country to work and get
ahead," Ibarra said. "It was hard, but
my goal is to make a better life for my
children."
Adelante Empresas taught the women to
write a business plan. They learned
about marketing, communicating with
clients, and becoming part of community
events.
Allison Gordon, a financial analyst who
became their mentor, helped with
business development: How to price
services, gauge and improve job quality,
and capitalize on strengths.
Gordon, who started a micro-enterprise
venture while at the Peace Corps in
Bolivia, also offered business training,
including how to keep track of expenses
and save. She helped the women open a
savings account to save for liability
insurance.
"For me, it's fantastic. I work in
corporate America and I felt like I
needed to reach out. I like seeing a
small business grow," she said. "And I
get to practice my Spanish."
Cleaning Wizards now has 25 clients, and
cleans both private homes and offices.
The business earns a profit, enough for
a modest salary for each woman. And with
the help of an individual development
account, which matches savings, the
three partners were able to purchase a
business car.
"Adelante Empresas prepares us, supports
us, and helps us to improve," Perez
said. "We all have grown as people and
as women. It showed me that if you work
for something, you can achieve it."
They dream to hire employees and have
several cleaning crews.
"Without this program," Ibarra said, "we
would simply be a group of ladies who
cleaned our friend's houses."
The women say their success serves as
motivation for their spouses, children
and friends.
"I hope that we can be a model for other
women," Perez said, "to show them that
you can have your own business, that the
sun comes out for everyone and everyone
can take the opportunity."
Focus on Latino businesses
The name means "wake up."
Despierta! Hillsboro is a free monthly
bilingual networking event aimed at
minority business owners.
The goal: Showcase and encourage local
Latino businesses, or bring together
those who want to connect with the
Latino community, said Jon-Michael
Kowertz, business development manager
for the Hillsboro Chamber of Commerce.
Despierta! Hillsboro is held at
restaurants, markets, cultural centers
and other Hillsboro-area Latino
businesses on the second Wednesday of
each month, from 8 to 9 a.m. Several
dozen people attend; refreshments are
served.
The chamber launched Despierta!
Hillsboro last September, as part of a
continued effort to provide outreach to
the growing Latino community. While the
chamber also holds a mainstream
networking event, it targets groups such
as young people, women and Hispanics,
Kowertz said.
"Hispanics are a significant part of the
economy," Kowertz said. "Latino
businesses directly benefit this
community."
The chamber provides some funding to
help jump-start minority businesses. The
big challenge, Kowertz said, is that
Hispanics may not be aware these
programs exist.
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