Yasmin Tirado-Chiodini

Tirado-Chiodini, PL
You can do it all, if you pace yourself.

From an early age, Yasmin Tirado-Chiodini knew that her father expected her and her six siblings to become doctors so that they could open a family clinic in Puerto Rico and practice medicine together. Two of her brothers followed in her father’s footsteps and became physicians; another is a dentist. For Tirado-Chiodini however, her interest in science took her to the stars. Upon receiving her graduate degree in biomedical engineering from Boston University, Tirado-Chiodini held several positions that involved supporting NASA’s Space Shuttle program. She had responsibilities for payload management, processing experiments and training astronauts. “While I truly enjoyed being an engineer and using cutting edge technology to manage scientific programs for the Shuttle program, I also discovered I had a passion for the business of science and that I wanted to build a business of my own,” she says. “I also knew I would need to have more than my engineering skills to succeed. So many professionals go out and start a business because they think their core competency is enough—I knew I needed to understand how to run a business too.”

After four years at the Kennedy Space Center, Tirado-Chiodini set out to secure a law degree that would help both build her technology company and manage it carefully. In 2001, Tirado-Chiodini founded Intelliorg, Inc. and by 2005 it was recognized for developing one of the top 5 percent security risk analysis software products in the U.S. Their product, Daedalus Alert® is used by first responders who need to conduct threat assessments on facilities in order to prevent, mitigate and respond to terrorist and other threats. Intelliorg, Inc. is now a holding company, and in 2004 it approached $1 million in annual revenue related to software products and services created with Tirado-Chiodini’s intellectual property. She hopes to see her technology further developed and licensed.

Today, Tirado-Chiodini uses her law practice to advise other entrepreneurs, inventors and early stage companies to help them build successful businesses. “Many attorneys look at a business just to insure its legal house is in order but I use my business experience and legal expertise to help my clients minimize their risks and manage the company for growth.”
When Tirado-Chiodini meets an entrepreneur for the first time, she often starts by asking, “If you had all the money you wanted, how far can you take your idea? Once they have visualized their dream, I ask them to break down the idea into phases. Start small or with a prototype and invest as little as you need to launch the idea. Back it up with a comprehensive business plan and realize that you’ll have to triple any cost estimates.”

Her advice to women is to develop a sound business structure and then protect their business and choose partners very carefully. “Too often Latinas trust a great deal more than we should,” she says. “As a woman, we have a tendency to try to please others and that makes us vulnerable. Your business is like your baby. Learn to protect and nurture your business infrastructure so that it can grow healthy and strong.” For Tirado-Chiodini, the hardest part of being a business owner has been pacing herself and choosing among her many interests.

Tirado-Chiodini is about to stretch in a whole new direction as she takes on the role of radio talk show host for “Preguntale a Yasmin” (“Ask Yasmin”) aimed to the Hispanic community in Orlando, Florida. She hopes to use this platform to further her role in the community and encourage Hispanics, particularly young people and women, to realize their dreams. While she knows this will be a challenge in her already busy career, she adds, “You can do it all, but protect your own and your family’s health.” Good words to live by, indeed.
 

Sandy Cavazos

Above the Rest Aerial Photography, Inc.
Entrepreneurship requires knowledge and a strong sense of courage.

Sandy Cavazos was born and raised in Washington State and worked many years as a legal secretary before she and her husband, Fred Cavazos started their photography business. In 1995, they began exploring what kind of options existed for a family owned business and bought a business plan for an aerial photography service aimed at construction progress shots. Above the Rest Aerial Photography, Inc. launched as a sole proprietor and recently became an S corporation. While they have no employees except themselves, they have doubled their revenue each year while learning the details of running such a unique business.

Helicopters or small planes with cameras that are attached to the outside of the aircraft often handle aerial photography. What distinguishes the Cavazos business is that Above the Rest Photography, Inc., uses a helium blimp that is tethered and transmits images to the photographer. The photographer allows the helium filled blimp to rise in the air while keeping it tethered. Next, the operator positions the camera with a wireless control system and starts the photographing of their target view. Technology has advanced this work and now with digital cameras, they can check the quality of the picture immediately and continue photographing until the ideal picture is captured. “One of the highest compliments Fred and I have received is our professionalism,” says Cavazos. “In this industry there are many who take photos on spec—meaning the crew will simply go out and take a wide range of photos and then approach the construction company or architect about purchasing whatever photo is available. We do not do this. We always plan a shoot with the client’s needs in mind.”

The business of providing developers and architects with aerial views of construction site is a necessary requirement for environmental impact reports and urban planning. Based out of Seattle, Cavazos had planned on steady revenue from construction and real estate, but the bulk of their work today is on what’s referred to as view photography. “Many developers and architects are now asking what kind of view their new building will have,” says Cavazos. “They want to be able to say to buyers that if they buy this condominium or town home, the resident will be able to see the Olympic Mountains, the Cascade Mountains, Mount Rainier and the Puget Sound.”

Cavazos’ advice for others is to have the courage to do the work. “It takes knowledge and hard work to get into any business,” says Cavazos. “The toughest part of being in business for yourself is knowing what to do next after finishing each stage of growing the business. Entrepreneurs must really research the business they are starting and surround yourself with professionals to help you during each stage.” Sandy and Fred Cavazos are giving everyone a clear picture of success. “I know purchasing a business plan was helpful for us but that’s not the whole part of the business,” says Cavazos. “In order to be successful we still needed to pound the pavement to make cold calls and get in the door.” Today with the internet, marketing our service is much easier than when we first started but we still have to get out and communicate with developers and property owners.”

Alondra de la Parra
Philharmonic Orchestra of the Americas
One thing can lead to another and another.

Although Alondra de la Parra was not a child prodigy, she admits her love for music ran deep in her heart. Born in New York and raised in Mexico City, she began to study piano at age 7 and the cello at age 13. With the support of her family, she pursued a degree in piano performance at the Manhattan School of Music in New York. While in her third year of study, she was approached by the Mexican consulate to help organize a concert featuring classical music from Mexico. Thinking she would assemble a small quartet, they never thought she would create a 65 member orchestra. It then became a struggle to find a place where they could hold such a large group. With the help of friends, she found a venue and drew an audience of 800 to the Mexico Now festival at New York’s Town Hall. The Philharmonic Orchestra of the Americas (POA) first debut performance received rave reviews. “It is very rare that the Latin American classical repertoire gets performed,” she says. “But once we got started our audience truly enjoyed the range of folk, jazz, and classical music that we have brought to life.”

Though de la Parra became an overnight success in the highly competitive New York arts community, she remains grounded and humble about her unusual beginning. “I didn’t know how to do about 85 percent of what I have had to do in the last few years. I had no idea how to start a board of directors, how to set up a 501C nonprofit corporation, or just how to get in the door,” she says. “But you can’t be scared, know what you know and know what you don’t know, then ask people for help.”
At the young age of 26, de la Parra finds herself leading not only her dedicated musicians but a growing organization that coordinates concerts, tours and educational programs to foster music appreciation among youth. Indeed, in a remarkably short period of time, de la Parra is credited with finding the orchestra’s first major sponsor, TELEVISA and seating a distinguished board of directors including Emilio Azcárraga Jean, CEO of TELEVISA. Other sponsors include Deutsche Bank, Cisneros Foundation, Itaú Securities and Hotel Beacon.

Her advice for a would-be entrepreneur is to know your vision and mission. “You must have a clear, focused and well thought out mission. Once you write that down, take that, analyze it and be sure that it is solid,” she says. “It is not enough to just say ‘wouldn’t it be nice to do this or that?’ Get specific. Next, stay true to your mission so that people can see you are clear about your focus and that you are committed and can do what you set out to do.”

Her vision for the Philharmonic Orchestra of the Americas is that it be quite distinct from others. “A lot of orchestras today tend to be disconnected from the audience,” she says. “The idea is that POA will be filled with young musicians and it will stay fresh and connected with the audience. I want people to come up to the musicians after the concert to talk and have a relationship with them.”

De la Parra’s goal is to make POA stand on its own, “I want to leave and have a young conductor come in to have the same opportunity I have had these past few years. I want to conduct other orchestras and conduct major symphonic orchestras. I feel I have explored music that otherwise would have remained inaccessible to the audience.”

The vision of her future is equally powerful, “I don’t know what’s going to happen to me and I like that.” De la Parra’s legacy—something rarely discussed at the incredible age of 26—is now music to everyone’s ears.

Adelaida (Addy) Pérez-Mau
Heaven Sent Jewelry
“Si Se Puede” can be your
personal mantra.

An immigrant from Mexico, Adelaida (Addy) Pérez-Mau grew up in the small agricultural community of Sanger, California. One of five children growing up with farm workers, Pérez-Mau’s father took her to hear civil rights leader César Chávez speak and recalls gaining strength from his now famous rally cry, ‘Si Se Puede.’ “For me, it taught me that work is what you make out of it and that it isn’t always easy to succeed but if you are focused, you can do it.”

That ability to focus allowed her to be the first in her family to get a college degree from California State University in Fresno with a major in Communications. She attributes that success to the support of her family and the network she developed for herself. Upon graduating, she worked for Radio Bilingüe and a local television station in the area. “My mentor, Carmen Navarro, then president of the Chamber in Fresno, really guided me and inspired me to pursue a career in the corporate sector where I could learn more with the resources available inside a large company.” Not surprisingly, Pérez-Mau accepted the challenge of moving across country and working with Lockheed Martin in Houston where her boss was former NASA astronaut pilot Ken Reightler. Her role was to recruit a diverse workforce with college graduates and high school students and within two years, Pérez-Mau was managing diversity recruitment for the Dallas based Electronic Data Systems and covering the Western Region of the U.S.

When the economic downturn occurred, Pérez-Mau’s layoff became a major turning point. “I knew that if I accepted another job inside a large company that I just wouldn’t be there for my two children,” she says. “I didn’t want the kind of life where I would only see them for a couple of hours a day. I wanted something different for them.” As with so many others, Pérez-Mau’s entrepreneurial spirit came to life unexpectedly when a friend invited her to see a crystal show featuring Austrian Swarovski jewels. Heaven Sent Jewelry began the moment she felt inspired throughout the event.

“That was 2003, and it’s taken over three and a half years working on the weekends until three in the morning to make it. I’ve done a lot of work on a shoe string budget but I kicked some butt!” she says. “But my plan is to be known as a designer in order to be placed in upscale boutiques. We are still small but that’s worked out fine in order to be with my children.” Some people have illusions about entrepreneurship—customers do not suddenly appear to order this and that! You have to go out and get your customers!”

Pérez-Mau’s most popular work is her bookmark collection, which sells primarily in the United States. She creates baby and toddler bracelets, mommy bracelets, bridal jewelry designs and Bali watches. Most of her current work uses the Swarovski crystals that inspired her to launch the business.

Her advice for a would-be entrepreneur is to get a business plan. “Even for a business that is already established, you should have a plan,” she says. “Use this in order to understand what you are getting in to. Find out if there’s a market for your service or product. Learn about your competition. Don’t reinvent the wheel and take advantage of the resources available—they are free.” Pérez-Mau has taken advantage of the Small Business Administration’s SCORE program and participates in as many of the workshops available.

For Pérez-Mau, the hardest part of establishing her business was at the starting point, especially when she was to do it alone. “You do so many things at the same time and nothing happens,” she says. “That’s why as an entrepreneur, it is imperative to be part of a support group or network organization so that you can get advice and encouragement when things get rough.” Quality of life is the key to success, not just the bottom line.

It is no surprise that her network involves giving back to her community, a value she says started by hearing the words of César Chávez. Today, she continues to be active in her new community of Fountain Valley in California. As co-founder of Stay Home Entrepreneurs (SHE), she is creating a resource site for those who want to work from home and be profitable. She also works for The Institute of Women Entrepreneurs in Orange County as a business advisor because of the desire to put her experiences to work for other entrepreneurs. Recently, Heaven Sent Jewelry competed for the Small Business Administration’s home based business champion, and soon will be honored by the California Small Business Association. As she says it, “Si se puede.”

After speaking with these successful Latinas, we often end each of our conversations realizing that we may have just spoken to the first Latina founder for a performing symphony, the first to develop a homeland security software for first responders or the first to create a car rental company. These are truly unique, one and only Latinas to attempt their particular venture and understand their role as role models for others who may wish to follow. Perhaps even more remarkable than their singular achievement is how much they all want to see other women dream, plan, and succeed.

Our expanded coverage of Latina Entrepreneurs will run in every issue of LATINA Style Magazine throughout 2007. Read complimentary editorial content and learn more about each of the women featured here and continue the dialogue on small business strategies on our Web site. For more resource information, visit www.latinastyle.com.