Families grow closer through Fuerza Local Business Accelerator

Family is often a high priority in the Hispanic community, so it isn’t surprising that many recent graduates of Local First Arizona’s Spanish-language business accelerator are family members working together to elevate their entrepreneurial efforts. 

Fuerza Local Acelerador de Negocios for the last decade has made business ownership — family or otherwise — easier to understand, relatable to the people who are passionate enough to pursue the work and accessible to those who need the guidance most.

Nearly 1,000 Arizona business owners have graduated from the program since its launch in 2013, and its recent expansion into the Verde Valley is allowing businesses in Sedona, Cottonwood and the surrounding area to benefit from this free, six-month program. 

Graduates earn valuable financial literacy, operations and marketing training that allows them to expand their businesses, launch new businesses and refine processes within their current structure. 

Meet three members of Fuerza Local’s Verde Valley class navigating business ownership with family at their side. 

Constantino Ruiz and Sergio Ruiz -

CONSTANTINO & SON'S LANDSCAPING

Constantino Ruiz had always wanted his Sedona-based commercial and residential landscaping business to be registered as an LLC, he just didn’t know how to get it done. So, for 10 years, he operated without one. 

When his son, Sergio, heard about Fuerza Local’s business accelerator specifically for Spanish-speaking participants in the Verde Valley, he was intrigued at the possibilities the class could offer him, his dad and their landscaping business.

“We were just excited and thought that was something special to be offered for the community,” Sergio said. “Our main goal was to get a real registered company and get licensed.”

Sergio attended every class with his dad. At first, six months seemed like an incredible commitment, but Sergio said the course went by fast and sent him on his way with new skills that he believes will allow him to better support and integrate into the family business.

“We enjoyed every piece of it. We feel more comfortable with people, too, communicating what they need and us being able to help them with their needs,” Sergio said, noting his appreciation that the class was designed for Spanish-speaking participants. “I try to speak both languages, but when it came in Spanish, in my brain it (flowed) better. It was a big thing for my dad.”

For Constantino, the accelerator allowed him to fulfill a dream of becoming licensed and in full compliance. He appreciates that the cities of Cottonwood and Sedona hosted the classes because since graduating he now has a better understanding of accounting, marketing, organization and how to foster a legacy business — which is vital for a family business.

For him, the class connected business concepts in a digestible way. 

“We’re doing good,” he said, of the business since graduating. “We’re trying to add tools and equipment and we’re trying to grow.” 

Jose Villalpando -

VILLALPANDO'S LANDSCAPING

As the owner of Villalpando’s Landscaping, Jose Villalpando is the face of the Sedona-based company. But, he readily admits his 10-year-old residential and commercial operations wouldn’t be as successful as they are without the support of his daughter.

While she didn’t attend the Fuerza Local course with her dad, Jose would share the things he learned in class when he got home to his daughter, who assists with marketing, purchasing, financial planning and translating. 

“She’s always helped me from day one, but I got her more involved every single day,” Jose said. 

Since graduating, Jose has secured bigger jobs, expanded his portfolio of expertise to pavers and extended his network of clients to include homeowners’ associations. In fact, Villalpando’s now has several of those contracts in place, something the business didn’t have before the class. 

“Things are going very well,” he said. 

Perhaps the most notable takeaway Jose said he gained from the class is an intangible one: He gained confidence.

Since learning how draw up agreements with customers in class, he’s gained experience with it in the field, and it has left him more assured in his capabilities which ultimately fosters his confidence and motivation moving forward. 

“I plan to go very far with this business,” he said. 

Alicia and Juan Ayala - V

ERDE VALLEY WEED CONTROL LLC

The opportunity to participate in the Spanish-language business accelerator triggered an emotional response from Alicia Ayala. Just the prospect of potentially being accepted into the program during the interview process brought her to tears. 

“Before my interview, I had no hope for my own business,” she said. “I was always dedicated to my home and my husband’s business. But, when I arrived at Fuerza Local, my dream became a reality.”

Alicia has always worked hard at someone else’s business. She helped her husband, Juan, with his Cottonwood-based landscaping maintenance business and had a vision of launching a weed control component as a separate but complementary operation. 

When she first heard of the Fuerza Local opportunity two years before participating, she initially brushed it aside thinking she was too old to start her own business. But after considering it further, she realized she couldn’t ignore her inner drive to work for herself. 

“I had a great experience with my teacher,” she said, explaining how her Fuerza Local mentor helped her tackle IRS-related tasks that she was dreading. “This year was perfect.”

Because the nature of a weed control business involves the use of certain chemicals and supplies, Alicia has been preparing to apply for the specific license she needs for that line of work while assembling her team, preparing marketing materials and prepping an outreach list. 

“It’s been one step at a time,” she said. 

Juan attended the classes with Alicia, hoping to learn how to improve operations at his business. He said he knew on the first day that the class would be productive for his family and their business. 

He said he expected to learn business concepts, but also realized that the class strengthened individuals in a way that will collectively benefit the community. 

“It makes boys into men in their respective businesses in order to be successful,” Juan said. “Thanks to Fuerza Local, I now know these things to enjoy my life and have a more productive life. Every day my life is better.”

Interested in applying to Fuerza Local Acelerador de Negocios?

Find out more at https://localfirstaz.com/fuerza-local.