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As part of an interview with the female founder of Startup Magazine, the book’s author, Martha Razon; Business Divas: Stories of Women Who Lead in Business. Guero Pallets Inc. Ms. Razo, CEO and owner of Solix Business Services, created this book to share the stories of two Chicago businesses where women took their futures and lives into their own hands.
As an experienced business analyst and CEO, Martha is passionate about numbers and what they can tell a business owner – especially if he or she is trying to grow or open doors. She does this through her consulting firm, Solix.
We interviewed Martha to learn more about her various business ventures and consulting expertise, her latest book, and her own exciting entrepreneurial journey.
TSM: Can you tell us in 10 words or less what the main message of your book is? Business Divas: Stories of Women Who Lead in Business?
Martha: To inspire all women to live their purpose and achieve their dreams.
TSM: With a little more detail, what are the main takeaways from the book?
Martha: The main entryways are, first and foremost, sharing personal stories to inspire women to achieve success. Second, I want other entrepreneurs and women to learn from the authors’ successes and failures in their business journeys. Also to give tips and advice to women who are growing in business. Finally, to inspire women to lead their purpose.
TSM: Can you cite a specific success story that exemplifies the purpose and success of a business diva that inspires you?
Martha: I’d like to share this quote from “Business Diva” author Laura Alcantara Leon, CEO of S&L Pallets, LLC:
“Don’t give up if you don’t have a degree. Life happens, and sometimes, even if you want it to, it doesn’t. That doesn’t mean you’re a loser or destined to fail. It just means you have to work twice as hard to do it. I started my business without a degree, experience or knowledge of the industry, no loans from banks, family or friends. One thing I have done is an abundance of hard work and dedication. Being my own boss is stressful and hard work, but it’s the best decision I could have made.
TSM: As a numbers person, what do you think is the importance of using business numbers when running an organization?
Martha: Business owners measure their growth in numbers; Revenue, profit, number of employees, number of locations, etc. Business owners have goals for their company. Achieving the goal requires an understanding of business numbers, and it is important for them to know these important numbers. Numbers and data allow business owners to determine where their company is now, where it will go next, and develop a strategic plan to achieve business goals.
In addition, data and numbers allow business owners to solve problems and ask the right questions to stay competitive, develop strategies to expand and make forecasts, and understand losses and potential mistakes. Every business owner, even if they have a designated person, should review their profit and loss and balance sheet every month. The parameters in these reports should be monitored regularly. I even used them to prevent theft.
TSM: Going back to your early career decisions, tell us what influenced your decision to become an entrepreneur yourself?
Martha: When I was a sophomore in high school, I started a scholarship for undocumented students. Ever since I was 14, I had a vision, and I took that vision and took the first step and started working to make it a reality. I then shared my vision with others who joined and believed in it. Then, when I was able to build a team, the magic happened.
When I worked with 22 female entrepreneurs to create my book, “Business Divas,” a similar formula seemed to emerge naturally. For example, in the male-dominated pallet industry, I am seen as an industry leader. Many of my colleagues ask me for advice. I’m always happy to help others grow with any little tip. The important thing is that they follow the advice I give them.
Entrepreneurship is a challenging path. In my experience, anything great is not easy. Being an entrepreneur allows me to be in charge and in control of my own schedule. If I choose to work from home, I can work there at my leisure and comfort. I can also meet clients at any time and be more flexible than the 9 am – 5 pm schedule. As a mother, I can spend more time with my child and travel. I’ve always been disciplined and self-motivated, so I’ve never had a problem with not having a specific structure. When I have a work project with a deadline, it is done in a professional manner.
TSM: Using your own career journey from accountant to business leader, why are we seeing so many career moves from technical positions to management positions?
Martha: In the next five years or less, business success rates will depend on how well owners use their business data for decision making.
I am pursuing my Ph.D. in industrial engineering. I chose to focus my research and studies on process and data mining. I learned to analyze my own algorithms, programming, big data and processes.
I want to take all kinds of information and quickly analyze the data and draw conclusions to determine the next move in my business strategy. For example, how many employees should I hire this year? How many sellers do I need? How much will I sell my wooden pallets for in the next six months? Can I get a one year contract? Should I buy more property or build on top of an existing pallet plant? All these decisions, I use the data to guide my answers.
TSM: And what qualities do you possess that have allowed you to rise above your humble beginnings to achieve success as a leader of multiple businesses and now an author?
Martha: I have three main characteristics. The first is my persistence. If not for persistence, I would not have completed my Masters in Applied Mathematics. I set a goal, and I will not stop until I reach the goal, no matter how hard it is. For example, my new mission is to complete my doctorate in industrial engineering.
Second, it’s my continued learning about math and data analytics. The lessons I learned were not easy, but very desirable and useful. I was able to make quick, informed decisions during difficult times like the pandemic. Choices like keeping inventory or selling can be a turning point for a business. I am blessed to make those decisions quickly because of the power of my analytical skills on big data.
Finally, my team at Guero’s Pallets is the best. We are a family that believes in the same mission; You work hard and take no chances. No matter how big or small, our clients love working with us, and they all get the same high quality service. My family and I are blessed to be able to wake up and work every day. Also, we are all experts in our fields. Each family member is in the right seat of the company. Knowing this, the company is driving in the right direction even in the storm.
TSM: As you work to grow and develop your business, what are your main challenges? Recruit others? Quality control? Capital?
Martha: As we grow, a primary challenge is finding the right leaders we can trust. It was difficult to find people with the same work ethic and principles. We find the right people, but the search takes time.
TSM: What are the most important things you can tell women to help them on their journey as leaders and successful entrepreneurs?
Martha: In “Business Diva” my word is limitless. I want women to know that we are limitless to what we can do in life, and there is a galaxy of possibilities. If you have an idea, dream or business you want to start, take the first step now! Get up and do it. Everything else will follow.
TSM: What’s one fun fact about you that people don’t know?
Martha: I love acting and dancing. I wrote my own one-hour play, “My Dream Act.” I am looking to publish in 2023.
TSM: That’s lovely Martha. Thank you very much for your time, and best of luck in your future achievements.
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