Marking Hispanic Heritage Month and showing how trust transforms small business journeys.
This week marks the start of Hispanic Heritage Month, September 15 through October 15. It is a moment to recognize the extraordinary contributions of Latino-owned businesses, who now lead more than five million businesses in the U.S. and generate over $800 billion annually. According to the Stanford Latino Entrepreneurship Initiative, 36 percent of all new businesses launched in 2023 were Latino-owned, more than double the rate of the general population.
And yet, barriers remain. Hispanic entrepreneurs face lower loan approval rates and limited access to capital, receiving only 1.5 percent of U.S. venture funding in 2022. As highlighted in Forbes, trust and collaborative partnerships are especially valued among Hispanic small business owners. At The Acceleration Project (TAP), this truth is central to our approach: compassion builds trust, and trust creates the conditions for lasting growth.
Compassionate listening — the practice of moving beyond empathy into action — opens the door for honest conversations. Once trust is established, clients share their real challenges, creating the opportunity for consultants to provide clarity and actionable solutions.
At TAP, 29 percent of consultants speak Spanish, but the organization’s impact goes far deeper than language fluency. TAP consultants bring diverse cultural backgrounds and true cultural competency, enabling them to connect with small business owners in ways that honor their values. In many Latino communities, meaningful relationships often begin with family and extended networks before turning to business. This cultural awareness helps TAP build trust and deliver support that resonates.
Compassion in Action: Consultants at Work
Our Spanish-speaking TAP consultants are consistently described by clients as compassionate. Compassion is not softness; it is strength. When clients feel seen and supported, they open up fully. Then consultants step in with suggestions and practical solutions.
Josephine’s Baking Company
TAP consultant @Natalia Puerto, originally from Colombia and now based in New York, partnered with Josephine’s Baking Company. Because she and her teammate spoke Spanish, owner Andrea Uribe’s mother, a vital part of the bakery, was able to participate fully in every meeting.
Andrea reflected: “I was very grateful that both consultants spoke Spanish. This allowed my mother to participate in all the meetings as she is a very important part of Josephine’s Baking Company.”
Once Andrea felt supported, she shared her challenges openly. With that trust in place, consultants guided her toward concrete steps. Within three months, Josephine’s Baking Company added seven upscale Chicago retailers and launched a new email marketing strategy. Andrea later returned to TAP for additional small group coaching, showing how trusted, compassionate support encourages repeat engagement
Zingo Tacos Al Carbon
TAP consultant @Maria Borda, originally from Colombia and now living in San Francisco, has donated more than 200 hours to TAP. Working with Zingo Tacos Al Carbon, Maria and her teammate conducted sessions in Spanish so the owner’s mother could also participate.
Business Owner Rafaela Maya shared: “Maria and Jorge were the best! They conducted meetings in Spanish so my mom could be present and understand the concepts. They didn’t just do a surface-level analysis; they met with our accountant and reviewed every aspect of our finances.”
Here again, once the clients felt seen and supported, they opened up about the full scope of their finances. Compassion built trust, and in that moment, consultants were able to deliver thorough, actionable financial guidance.
El Sabroso Pollos a la Brasa Restaurante LLC
TAP consultant @Carlos Cornejo, originally from Argentina and now based in Connecticut, created space for the owner Juana Avila of El Sabroso Pollos a la Brasa Restaurante to be candid about her business challenges. Together, they streamlined the menu, reduced costs, and focused on best-selling products.
Six months later, Juana reported higher sales, stronger profitability, and renewed control of her business. She reflected: “Now I feel in much better control and can focus on growing the business. I’m super happy with the support from TAP and the results.”
Sabor Express
TAP consultant @Lizette Dubacher, originally from Mexico and now living in Pennsylvania, partnered with Sabor Express through a TAP Deep Dive program. By working in Spanish and providing clear guidance, Lizette gave the owner, Jennifer Cortes, the confidence to act.
Jennifer said: “The way I approach store openings has completely changed since I started using TAP’s method. It has transformed how I structure my business. TAP is organized into clear, easy-to-understand sessions, with enough time between each one to prepare.”
With compassion at the center, Jennifer implemented the recommendations and reported increased sales and higher foot traffic within six months of working with TAP.
Marking Hispanic Heritage Month and showing how trust transforms small business journeys
Compassion, trust, and cultural understanding help Latino-owned businesses overcome barriers and grow, as seen through TAP’s support during Hispanic Heritage Month. 9/18/2025
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