Tortas Chago is now a popular and successful business. “It wasn’t luck; I owe everything to God,” said Chago.
If anyone knows about perseverance, it is Santiago Laguna Calvillo, or “Chago,” as he is popularly known. He grew up in a very humble family, but his perseverance led him to build one of the most successful food businesses in California.
As a child, Chago wore sandals with cardboard soles. His first money came from washing cars and later working as an assistant in restaurants. But his dream was always to build his own business, which he achieved after a few years.
“As my boss saw that everyone liked me, they sought me out and sent me to different branches to attract customers, I said to myself, ‘If I can bring people in, why not open my own restaurant?’” he said in a previous interview with Parriva.
And so, his first adventure began. Tortas Chago is now a popular and successful business.
“It wasn’t luck; I owe everything to God,” said Chago.
Thousands of Latinos have had the same experience. Business language might be unfamiliar to them, but their experience repeats the same lessons learned at the best business schools.
Such is the case with Marcela Luevanos, owner of Skin by Marcela. For a long time, she had thought about having her own well-established location.
“I had thought about it for a long time. A lot of hard work and training had given me a stable customer base and the necessary equipment. What remained was leaving my fears behind and finally taking the plunge,” she mentioned to Parriva.
“It wasn’t easy. I went, inquired, they gave me the lease agreement, and it sat on my desk for a month. I would glance at it; some days I would read it halfway and then put it back. I kept eyeing it until one day I told myself, ‘Enough, it’s time!’ I signed it and processed everything needed to open. Skin by Marcela (Lemuria Skin & Wellness) finally had its own storefront,” says a smiling Marcela.
Marcela did her calculations, reviewed her customer list and expenses. It was possible. That’s when she took the final step.
Starting a business is an exciting journey. Many do it out of necessity, needing an income. Others do it because they want to be businesspeople, and still others do it out of tradition, following in the footsteps of their ancestors.
In the Latino community across generations and among immigrants, creating a business is part of their culture. From Mexican, Salvadoran, or other Latin American food restaurants, which transform from simple kitchens into internationally recognized restaurants, to street food stands, home-based businesses, and even digital enterprises, the Latino community as a whole is entrepreneurial. There are countless businesses named after their founders, such as Teresita’s Restaurant, Chalio Mexican Restaurant, Tortas Chago’s, and many more, all proudly recognizing the people who started this adventure.
So, what are the characteristics of successful founders? What truly determines their success? Of course, factors like a large target market, a great idea that solves a problem, and enough funding to sustain the business are crucial. However, at the heart of every successful business lies its most important ingredient: the founder.
Marcela did her calculations, reviewed her customer list and expenses. It was possible. That’s when she took the final step.
Why Is the Founder So Important?
The founder is the lifeblood of the business. They bring the vision, set the tone for the company culture, and make critical decisions. From brainstorming the initial idea to building a team, securing funding, and launching the business, founders are the driving force behind success. Their passion, understanding of the market, and resilience often determine whether the venture thrives or fails.
Jeff Bezos’ Advice for Founders
Jeff Bezos, founder of Amazon, shares timeless insights for entrepreneurs:
- Be stubborn on vision, flexible on tactics: Stay firm on your long-term goals, but adapt your strategies as needed.
- Be willing to fail: Accept that failure is part of the journey. Think long-term and stay patient.
- Focus on customers: Always prioritize your customers’ needs—build your strategy around them.
- Take risks and experiment: Don’t shy away from trying new ideas, even if they feel risky.
- Stick to what doesn’t change: Build your foundation on timeless principles like quality and trust.
- Find your passion: Pursue a path that inspires you and dedicate yourself to it fully.
What Makes a Great Founder?
Entrepreneurs come from all walks of life, including our Latino community, where resilience, creativity, and ambition are abundant. While there’s no one-size-fits-all personality, certain characteristics often set great founders apart:
- Risk Tolerance: Comfort in taking calculated risks to seize opportunities.
- Adaptability: The ability to shift plans when faced with challenges.
- Vision: A clear picture of the market and the future of the business.
- Persistence: Unwavering determination to push through setbacks.
- Creativity: The talent to think outside the box and develop innovative solutions.
- Leadership Skills: The ability to inspire and guide a team toward shared goals.
Latino Entrepreneurs: A Rising Force
Did you know that Hispanic-owned businesses are one of the fastest-growing segments in the U.S.? Entrepreneurs in the Latino community often embody these traits, driven by a desire for independence, the pursuit of opportunity, and a commitment to family and community.
Research shows that 55% of entrepreneurs start businesses to gain independence, with many relying on personal savings (77%) and working long hours (an average of 52 hours per week). These values of hard work and sacrifice align deeply with the Hispanic culture, where perseverance and community support play vital roles.
Don’t Have All the Traits? No Problem!
No one is born with all the qualities of a successful entrepreneur—but that doesn’t mean you can’t succeed. Characteristics like persistence, creativity, and innovation can be developed over time. What matters most is having the spirit of entrepreneurship: the courage to dream big, take risks, and overcome obstacles.
Whether you’re launching a small food business, opening a local shop, or starting a tech venture, remember this: success is a journey. With hard work, passion, and a willingness to learn, you can build something incredible—not just for yourself but for your family and your community.
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