The journey
It’s a long journey from growing up with limited opportunities in an impoverished, small town in Mexico to opening your own restaurant in the trendy, foodie-filled Bay Area.

That’s the inspiring story of Victor Caicero, an immigrant who came to the United States with a dream that is now a reality for this entrepreneur twice over—a dream that came to fruition with the assistance of the Business Development team at MEDA.

What was that dream? To open a coffeehouse, true to the roots of his homeland, and later launch a second such business with the addition of a restaurant.

“I have always had a love of coffee. It holds a very special place in my heart, since my hometown of Cordoba in the state of Veracruz is a coffee-growing region,” states a proud Victor.

At the age of nine—a time normally reserved for innocent hours of play–Victor was compelled to work to support his family. The industrious young man later dropped out of school to head to the bustling capital of Mexico City, seeking a higher-paying job to better aid his family; however, the obstacle of a low education level meant options were few and far between.

Knowing opportunities were possibly awaiting north of the border, Victor headed to North Carolina, where he thought he would find a better future–only to be exploited by unfair employers.

“I remember the first time I got paid $120. It seemed like an immense fortune to me.  I had never had so much money in my life!” says Victor.

Victor later headed to the West Coast, where he found work at a coffee shop in San Francisco, starting as a busboy and eventually becoming the manager.

Victor also lived frugally and saved his money. While his business knowledge and bank account grew over six years, the budding entrepreneur still needed help to start his own small venture. 

MEDA’s role
That’s where MEDA came in.

Victor attended MEDA’s free Business Development workshop–at Plaza Adelante, the Mission neighborhood SparkPoint center–with the six-session course offering information on the nuts and bolts of starting a business.

Then it was Business Development Coach Sabrina Haman’s turn to put her microbusiness acumen into play. Via one-on-one coaching with Victor, the MEDA client first learned personal financial capability (the thread that runs through the nonprofit’s service-integration model). This was followed by an education in commercial-lease assistance, garnering permits, licensing, loan packaging, bookkeeping and taxes.

Haman also connected her client to a trio of community nonprofit organizations that could help Victor raise needed capital.

Haman explains her strategy as follows: “Almost all of MEDA’s Business Development clients are in dire need of money to start or refurbish their small business. While MEDA will be starting its own lending agency, the Mission Community Loan Fund, next January, we currently enlist vital community partners to help our clients gain access to capital.”

In Victor’s case, these connections were Kiva, Legal Services for Entrepreneurs and the Opportunity Fund.

The results
The results have been profound.

In 2013, Victor was able to open Antigua Coffee Shop in San Francisco’s Sunset District.

On October 15th, 2014 Victor christened Antigua Coffee Shop and Restaurant in South San Francisco, his first eatery. View pictures from the the grand opening.

With this initial foray into the restaurant world, Victor is creating jobs, thereby providing opportunity to other families. It’s called paying it forward.

Concludes Victor, “With this new project, I hope to provide a better and more stable life for my new family in the U.S., and my family back in Mexico. I also look to create opportunities for other people who are coming to this country looking for a better life. The journey may be long and difficult, but, with sacrifice and dedication, eventually everything comes together.”

“I learned about MEDA at a job fair and attended their next orientation later that week. It had been several years since I had worked at a traditional job and I was very anxious about looking for work again. The orientation was informative and I was able to meet with Robert Lopez, one of MEDA’s fine job coaches, the same day. He helped me to regain my confidence in my employability and the computer workstations on site are sunny and spacious. After only two weeks, I was able to secure full-time employment at The Internet Archive and am greatly enjoying my position there. I would highly suggest the services on offer at MEDA to anyone looking for work (in fact, I did so to my roommate, who found full-time employment during his first week.) Much thanks to Robert and the entire MEDA staff. You guys are great!”

Mary Bishop, San Francisco
MEDA Workforce Investment Act (WIA) Client
Job: Administrative Coordinator, The Internet Archive

“MEDA me ayudo a conseguir dos trabajos.

Estoy muy contenta porque antes de llegar a MEDA yo no tenía nada. El señor Robert Lopez no solo me ayudo con mi currículum, pero me motivo . MEDA es una institución donde ayudan sin lucro. Me ayudaron con transporte, tecnología, y hasta cubrieron el costo de mi Food Handler’s Certificate. Ahora estoy trabajando en Bisro Boudin y Taj Campton Place hotel Restaurant. Nunca pensé que estaría trabajando en un hotel tan lindo!

Gracias, Robert, y al resto del equipo del departamento de capacitación de trabajo: Orrian, Angelita, y Chris.”

Con MEDA, Si se Puede!
Yohana Rodriguez

“MEDA helped me get two jobs.

I am very happy because I had nothing before coming to MEDA. Mr. Robert Lopez not only helped me with my resume, he also motivated me. MEDA is a nonprofit organization that helps you at no cost. They helped me with transportation, technology, and even covered the cost of my Food Handler’s Certificate. I am now working for Bistro Boudin and the Taj Campton Palace Hotel Restaurant. I never thought I would be working in such a beautiful hotel!

Thank you, Robert, and the rest of the Workforce Development Team: Orrian, Angelita and Chris.”

With MEDA, You Can!
Yohana Rodriguez

El Mercadito Merchant Profile
Client: Sergio Danilo Gallardo, South San Francisco
MEDA Business Development Program Coach: Jim Escobedo
El Mercadito Store: Gallardo’s Printing
Services/Items: Printing, engraving, signs, decals, business cards and all printing needs

Why did you want to start your own business?
I have a physical disability that makes it difficult for me to work for someone else, so it is better that I run my own business. Also, my father had a printing business in Guatemala, so I was using a letterpress at seven years of age. I still have a business card I made form a letterpress when I was 12 years old. I later worked in Mexico for eight years and then came to the United States. I was doing glass engraving in my brother’s garage, but for family and friends’ events only, not as a business.

What did you learn at MEDA’s Business Development Program?
I was looking for work and heard that MEDA offered a free microbusiness incubator, El Mercadito, and was excited at the possibility of starting my own business. I went through the Business Development workshops and then got one-on-one coaching from Jim Escobedo.

What were the main difficulties in starting a small business?
Everything (laughs). What was most difficult was knowing how to start, especially being in a new country when I came to the U.S. five years ago. There is also a language issue, as my English is not perfect yet. Finally, licensing is difficult to obtain.

How did you get a business loan?
I got a grant of $1,500 from MEDA. I used this money to set up my business, buying desks, printers and the like.

What products do you print the most?
My business is pretty evenly spread put. One day it’s flyers, the next it’s posters, the next it’s business cards. My business is steady over the course of the week.

What is the biggest obstacle you face in running your business?
It is a challenge to maintain a sufficient client base to more than cover my business costs so that my business can earn me a living.

Where do you see your business being in five years?
I want to expand, being in a bigger space. Perhaps have three or four employees and I would like to own all of my equipment. That is my goal.

As a youngster in her native Honduras, Evelys Alvarado never imagined she would one day be teaching computer classes in the United States. While she had an early interest in technology, she had no idea how to transform those skills for her newly adopted home of the San Francisco Bay Area when she arrived here at age 18.

Things serendipitously changed last summer when Evelys’ husband, Darwin Avila, was availed of the free services at MEDA’s newly implemented Workforce Development Department. He was seeking employment and heard that MEDA staff could be of assistance, at no cost.

While at Plaza Adelante, the Mission neighborhood center, Darwin talked to Technology Training Coordinator Leo Sosa and the duo quickly realized that Evelys could better her skills at MEDA, too.

First up were GED classes. Once that GED had been garnered, Evelys enrolled in MEDA’s Customer Service workshop, followed up with computer classes, where Evelys’ skills from back home were upgraded. Then it was Job Coach Robert Lopez’ turn, as he helped Evelys hone her resume. Evelys was prepped to enter the work world in January of 2014.

As so much in life is timing, MEDA had decided to begin offering free Basic Digital Literacy (BDL) classes as part of the Mission Promise Neighborhood, whereby kids are taken on a successful cradle-to-college-to-career continuum by coaches whose objective it is to ensure that every family succeeds and every student achieves. Classes would be taught to students’ parents mostly at Plaza Adelante, with some classes at John O’Connell High School, which is part of the Mission Promise Neighborhood.

MEDA determined teaching these classes was the perfect next step for Evelys’ career path: she could take her computer knowledge from her homeland, combine those skills with what she had learned at MEDA and start to teach others in the community.

As an added benefit, Evelys also knew that she could serve as a role model, being an immigrant who had learned computer skills at MEDA herself. Most BDL clients are middle-aged immigrants who may have a smartphone, but have no idea how to access the Internet or even set up an email account.

Stated Chris Tugwell, Workforce Manager, “Each day our Workforce team preaches that punctuality, hard work, a positive attitude and education/training will improve your life. So, it is awesome to provide the ultimate reward, a job at MEDA, to a handful of participants each year for demonstrating a commitment to the Workforce team’s values. More importantly, the participants we reward inspire our other Workforce participants. Evelys’ presence makes a difference for everyone involved in the Workforce Development program, and that is special.”

That presence is definitely felt by MEDA clients when the bilingual Evelys now teaches two classes per week, both in Spanish. These BDL workshops meet twice a week for eight weeks.

While Evelys’ sole experience being in front of a class had been as a volunteer at her child’s school, MEDA’s Workforce Development team took a chance, offered encouragement and allowed Evelys to thrive.

Evelys even started teaching an Intermediate Digital Literacy (IDL) class, where Microsoft certifications can be earned.

“Thank you, MEDA staff, for giving me the opportunity to help people. It is so exciting for me to do that right here where I was helped myself,” summed up a grateful Evelys.

El Mercadito Merchant Profile

Client: Jessica Ganz, Treasure Island, San Francisco
MEDA Business Development Program Coach: Edwin Rodriguez
El Mercadito Store: Express Beauty & Warehouse
Services/Items: Dresses, jeans, fashion tops, shoes, purses and accessories

Why did you want to start your own business?
I am originally from El Salvador, coming to the United States in 1990. I always wanted to have a business from the time I lived in that country. I had a car dealership in Monterey County before, so the idea to start a business again was always in my mind.

How did you learn about MEDA’s Business Development Program?
I was going to have lunch in the Mission and happened to walk by Plaza Adelante one day and saw El Mercadito. I spoke with one of the shopkeepers there and, when she saw my enthusiasm for starting a small business, she advised me to go upstairs to talk about the free Business Development workshops offered at MEDA. I took that workshop and later received one-on-one coaching.

What were the main difficulties in starting a small business?
I did not experience difficulties in starting a business. The administration is the toughest part for me. That is why my current business coach is assisting me on items such as budgeting. He has set me up with a QuickBooks Point-of-Sale system, which he is teaching me to maximize. We are also working toward a one-year plan for the business.

What products sell the most?
I am selling clothing, which all sells pretty well. I do switch out my inventory to reflect the seasons.

What is the biggest obstacle you face in running your business?
Beside the administration side, as previously stated, it would be marketing. MEDA has a great social media volunteer who has recently helped me set up my business Facebook page. They also got me on Trip Advisor.

Where do you see your business being in five years?
I’d like to be in a bigger location, still selling clothing, but with an even greater selection. I also want to have some employees. Right now, my daughter, Kayla, helps me out at times, but otherwise it is just me. I am glad for the time that MEDA has let me have my business in El Mercadito, their Mission microbusiness incubator.

Lorena Benitez was out of work for about five months and had exhausted her unemployment benefits, turning her job search into a desperate day-to-day hardship. The indefatigable job-seeker was in dire need of assistance, so she went to all the job-service agencies she thought could help. There were always issues. Some of these agencies required the prospective client to be at zero income to qualify for employment services. Other job services required every client to go through a lengthy process to finally garner the assistance of an employment specialist. When you are unemployed, you need immediate help, so those agencies were not practical.

Frustrated and tired, Lorena lost hope. Applying for online positions was not reaping benefits, plus what she deemed “survival” jobs never even called back to set up an interview.

Lorena believed she had exhausted all possible resources, her job search having run the gamut from employment organizations and recruitment companies to contacting family, friends and former co-workers. All seemed lost.

Things sure changed when Lorena walked through the welcoming doors of MEDA’s Mission neighborhood center, Plaza Adelante. Specifically, the doors of MEDA’s free Workforce Development department, funded by the United States Department of Labor (DOL) and the Workforce Investment Act (WIA). Lorena was considered a WIA DW (Dislocated Worker).

Job Coach Robert Lopez was enlisted to champion Lorena’s cause to find employment. After hearing of the frustrated jobseeker’s travails, Lopez harnessed the power of his connections and expertise to immediately avail Lorena of opportunities in the area.

Lorena’s job search was now invigorated. Interviews finally occurred. Confidence soared.

“Of all the organizations where I registered to get help finding a job, MEDA is the only one that helped me optimize my resume and cover letter, plus assisted me with other services related to employment,” states Lorena. “I received great client service, and even helpful referrals where to get clothes for interviews. MEDA helps with transportation needs of job-seekers, too.”

Lopez explains his strategy: “Since Lorena didn’t have any savings when she came to MEDA, my initial focus was pragmatic, with my needing to find her work of some kind so that she would have some immediate income. Once that was achieved, I shifted my focus to getting Lorena more stable work at a company in San Francisco.”

That stable work has now been found. Fragomen SF, which specializes in helping clients with immigration issues, has hired Lorena. A once seemingly hopeless situation has been turned around, with economic success on the horizon.

Lorena sums it up: “Thanks to Robert for all of his help for our community!”

El Mercadito Merchant Profile

Client: Carmina Valdez, Excelsior, San Francisco
MEDA Business Development Program Coach: Edwin Rodriguez
El Mercadito Store: Wrap Ur Dreams
Services/Items: Gift-wrapping, birthday cards, stuffed animals, balloons, perfumes, makeup, Build-a-Bear workshops and fresh flowers

Why did you want to start your own business?
I am originally from Mexico City, where I lived the majority of my life. I had always worked independently, preferring that to working for someone else. When I came to the United States four-and-a-half years ago, I still wanted to run my own business. It suits my personality better. I m glad to be able to run my business in San Francisco, where my now family lives, as I love the city’s diversity.

What did you learn at MEDA’s free Business Development Program?
MEDA first taught me the importance of getting my personal finances in order. I then learned finances and accounting, including QuickBooks, plus social media and flyer creation for marketing.

What were the main difficulties in starting a small business?
There’s the bureaucracy, on a city and state level. Then there is getting the needed permits–that is always tricky.

How did you get a business loan?
That was through the Small Business Assistance Center (SBAC) in San Francisco. MEDA connected me to Martha Yanez, from Mayor Ed Lee’s Small Business Commission. She proved very helpful.

What products sell the most?
It’s seasonal. At Christmas, I sell more perfume and makeup. For Mother’s Day, the Teddy bears are big sellers. Then it’s more sunblock in the warmer months.

What is the biggest obstacle you face in running your business?
It’s the language barrier. My English is not yet where I want it to be, so I am taking language immersion classes at City College. In terms of day-to-day operations, I draw on my persistence so that I just keep moving forward.

Where do you see your business being in five years?
I see myself in a bigger store with an expanded product line. It would be great to just manage the business and have employees. I also expect to be more involved in the community. Oh, and my English is going to be perfecto!

Alessandra, a 26-year-old residing in Oakland, came to the Mission Economic Development Agency (MEDA) because she was frustrated by the seemingly daunting task of obtaining full-time employment in San Francisco. Helpful friends, who had received job-readiness training from MEDA’s talented Workforce Development Department, had referred her to our Mission District nonprofit, which annually offers numerous free services to over 5,000 low- and middle-income constituents. These valuable Workforce Development programs are funded by the United States Department of Labor (DOL) via the Workforce Investment Act (WIA)–a system intended to be customer-focused, offering Americans access to the tools they need to manage their careers through information and high-quality services.

“When Alessandra dropped by our center, she needed help honing her resume and enhancing her job interviewing skills so that she could successfully rejoin the workplace,” states Workforce Development Job Coach Robert Lopez. “Alessandra was a terrific student, throwing herself into mock interviews and sitting in on financial capability classes.”

When asked to describe MEDA in three words, Alessandra came up with the following adjectives: dedicated; knowledgeable; and hands on. The one-on-one attention she received from MEDA staff afforded Alessandra the opportunity to learn at her pace and in her own comfort zone.

“I came to MEDA’s Workforce Development Department to participate in their four-day job readiness program,” explains Alessandra. “I learned what to expect when searching for a job and going through the usually nerve-wracking interview process.”

Once prepared to re-enter the job market, Alessandra was advised by Workforce Development’s Job Developer Orrian Willis to drop by MEDA’s job fair taking place in the Mission District at Valencia Gardens, an event held in conjunction with community partners. This well-attended job fair showcased 22 employers and 182 job seekers, with about 20 jobs being landed.

The good news? Alessandra was one of those lucky job seekers, as she was hired to work at a San Francisco Whole Foods store! Workforce Development did such a terrific job training this eager student that Alessandra was even asked to interview at another company from the same job fair.

“I owe my success to the entire MEDA team. If it weren’t for the group effort of the Workforce Development Department, I wouldn’t have so quickly gotten a job. Thank you, MEDA, for all of your hard work and support!” says a relieved Alessandra.

“I never imagined that I could make my dream job come true by opening my own dog walking business,” says Diana Mondragon, a dog lover from Mexico. Diana came to MEDA in early 2011 to turn her passion for dogs into a pet care business. Diana proudly graduated from MEDA’s free Business Development training, comprising six classes covering everything from marketing to licensing to operations.

It was then time for Diana to meet with her one-on-one coach, who provided her with assistance to complete a detailed business plan and application for a start-up grant. This job coach helped Diana garner access to variegated products and services to make a business a success. This included: building credit through a secured credit card and lending circles; a seminar to learn about the tax liabilities of being self-employed; and computer classes on building a website from scratch. With the help of MEDA, Diana also obtained her dog walking certification, Pet First Aid and CPR training.

A year after she first came to MEDA, Diana created her dream business with the clever name of Green Urban Dog Fitness Club. Her specialities? Dog hikes, doggy daycare and sleepovers.