.
Learning to Run a Business
During that time, he learned a great deal about how to run a business. “The dental office I worked in was like any other business: We were there to make money,” Gutierrez remarks. “
There was a large emphasis on the business aspect of our operations, from understanding different types of customers and how to make them accept particular treatments to following up with customers and making them feel important. I also learned systems and procedures and how important they are.”
After retiring from that job, Gutierrez decided to open his own business, with his mother and grandmother acting as his models. Like them, he decided that he wanted to make tortillas—and turn it into a Hispanic-owned business.
The tortillas his company, Torti Products, produces arenÂ’t of the typical variety, however. Rather than being cooked, packaged and sold, he focuses instead on ready-to-cook flour tortillas.
As he explains, “What makes my product unique is that you can use it in many different ways besides making a flour tortilla. For example, you can make a buñuelo, baked tortilla chips, empanadas, the baked cup for a taco salad—all because these are raw and not fully cooked tortillas.
This is based on a recipe from an aunt in Mexico. You can say it comes from a 50-year tradition in my family.”
Even with the practical business lessons he picked up at the dental office, heÂ’s still learning business best practices, including how to attract new clients (he demonstrates how to use his products as part of his marketing efforts) and gaining financial backing.
But he’s also picked up quite a bit along the way. “You have to be prepared, from both financial and educational perspectives,” Gutierrez says. “If you’re not, you’ll fail.”
He advises other Hispanic businesses to follow the same simple rules he has, including:
- Maintaining the same systems in operations to continue to produce the same quality products.
- Creating a business plan to determine how financially sound owners need to be to keep both their businesses and themselves above water.
- Creating a successful external marketing campaign to influence people.
- Focusing on internal marketing to insure current customers are committed to the value of the product, which can turn into referrals.
- Stressing the importance of communication skills, which is one of the essential elements of success.
- Producing a profit and lost statement in order to thrive.
I try to provide newer Hispanic business owners with as much information and guidance I can offer. I like to help others in the same manner that I was helped and encouraged by people such as Cindy Bertram, business advisor at the Indiana Small Business Development Center.
She encouraged and prepared me to launch my business, and she continues to follow up with me even today,” Gutierrez says.
He also recalls what a customer told him one day when he was making a delivery to one of his customers. She asked him how he was doing, and he replied that he was tired. As he recalls it, she responded by saying, “’Tired? That word doesn’t exist in the business world.’ That really stuck with me.”
Looking Forward
Because Torti Products is still in the building phase, Gutierrez has developed a greater and grander vision for the business. His first objective is to become more financially stable by adding new products to his line up, such as a red chilly sauce for Asado de Puerco and chorizo sauce so people can make your own chorizo.
In five years, he expects his business to become more profitable as he adds employees, and in 10 years, heÂ’s looking forward to a growing nationwide presence.
Gutierrez is indeed living the American dream, and he credits that not only to his own tenacious nature, but also to everyone who had given him much needed support over the years.
“I’m grateful to all the people who have help me in many different ways to start my business, from simple advice to media exposure to financial and moral support. Without them, I wouldn’t have been able to do what I’ve done in such a short period of time,” he notes. “That’s in part why I feel an obligation to help other Hispanics open their own businesses.”
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