Entrepreneur by Choice: Base-Jumping Through Life

As a kid growing up in San Juan, Puerto Rico, I watched my mom become an entrepreneur by necessity, never knowing I would later become one by choice. I prepared myself for my own career through what, looking back today, seems like a series of base jumps. Base-jumping is an extreme sport. Basically, a jumper donning a helmet, parachute pack, and other protective gear selects a precipice, runs toward the edge, and lunges down, free-falling into the abyss. If all goes well, the parachute opens, the winds hold steady, and the base jumper completes the jump successfully. You’d have to be nuts to do this. Much like you’d have to be a little nuts to be in business for yourself. Here are my base jumps to date. Base jump No. 1 took place when I decided to go to school in the United States, despite having no money to afford tuition, no immediate family in the States, and no experience living anywhere but in San Juan. I was accepted into nine schools but couldn’t afford to visit them. So I watched an admissions video for Bradley University and said to myself, “Looks like a nice place. I’ll give it a shot.” I jumped and landed in Peoria, Ill. It turned out to be one of the best decisions of my life.

Nannette Rodríguez is President and Executive Creative Director for VIVAMEDIA, Des Moines’ only Hispanic advertising agency.

Base jump No. 2 brought me to Des Moines, Iowa, after accepting an assistantship that would cover my full tuition towards a graduate degree from Drake University. I knew no one in Des Moines and no one I knew knew of Des Moines. So I jumped. I now realize that a bilingual Latina with a graduate degree was not only unusual in Des Moines at the time, she didn’t play well in corporate America, either.

Base jump No. 3 took place when I responded to a help-wanted ad placed by a local agribusiness implement distributor seeking a “marketing assistant to create brochures, printed advertisements, catalogs, Web site, assist with trade show...” The ad went on, listing a ridiculous amount of responsibility for one person. When I interviewed for the position, I asked, “Why do you feel you need this to be an internal position?” There wasn’t a good answer. So the CEO offered me a per-day compensation plan that would allow me to work off-site and develop a business of my own. This is how I chose to become an entrepreneur. I realized I was too much of an individual thinker for corporate America. My personal goals were better served by becoming a business owner.

Base jump No. 4 took place in 2002, when, after business doubled in less than 12 months, my 10-foot-by-10-foot office space was busting at the seams. After 9/11, the Small Business Administration had no money to give out, so the private sector was the only possible alternative for financing. I needed more office space and staff. This was a very technical base jump, but one I needed to take. It has paid off many times over, both financially and emotionally.

Throughout my journey, these base jumps have been seasoned with incredible experiences and great struggles. Among the highs is the local, regional and national recognition my company’s work has received, including being selected as one of the 10 national recipients of the 2005 Anna Maria Arias Memorial Business Fund, presented by Wells Fargo, the U.S. Hispanic Chamber of Commerce and LATINA Style Magazine. The award has been partially earmarked to go back into the community to benefit ALIANZA: Latino Business Association and its efforts to educate and ensure the viability of Latino-owned businesses in Des Moines.

Success is not without its challenges. We still compete for and struggle to mine business in male-dominated industries such as construction, agribusiness and biotechnology. Recently, I’ve been introduced to the pitfalls of supplier diversity as a woman - and minority-owned firm.

So the base jumps will continue. As you read this, I’m strapping on my helmet and preparing for the next one.