Voces de Exito: Celebrating National Hispanic Heritage Month in Loudoun

In September and October 2024, Loudoun Economic Development celebrated National Hispanic Heritage Month by launching a social media campaign, “Voces de Exito,” or “Voices of Success,” prompting Hispanic, Latino, and Spanish business and economic development leaders to provide share what they attribute to their success or what steps they took toward their path to success. National Hispanic Heritage Month is celebrated September 15 – October 15, annually.

Susana Marino, NOVA Hispanic American Chamber

“I understood early on the significant contributions of the American Latino business community translated in GDP growth and revenue in the vibrant tapestry of the U.S. economy. Latino-owned businesses have emerged as a dynamic and influential force. These entrepreneurs are creating businesses at over twice the rate of the general U.S. population, as their community necessitates high levels of support, information, training, innovation, and ingenuity.

New businesses owned by Latinos accounted for 36% of launches in 2023, according to a new analysis of Census Bureau data. Therefore, we Latinos are a dynamic force of entrepreneurship, workforce, and resiliency. Recent studies have shown that Hispanic-owned businesses contribute significantly to the local economy, and in Northern Virginia alone, over $1.5 billion dollars are generated annually. These businesses not only enhance our economic landscape, but also create thousands of jobs, driving growth and innovation in many industries. Latino-owned businesses are not just a burgeoning force within the community; they’re a powerhouse propelling the U.S. economy forward.”

Juan Pimentel Otero, QUIJOTIXS Consulting

“Success is the result of several things. You keep moving forward, embracing failure as learning opportunities. If what you’re doing truly provides value, then it’s just a matter of time.”

Fabiola Cino, FATO Cargo Services

“I believe the key to reaching success in business is: First, believe in yourself, follow your instincts, have passion in whatever you do and prepare yourself. Learn everything about the business/industry you are getting into and set your goals. Know your SWOT analysis, find a niche of business and have your vision, mission and objectives clear. Always be one step ahead having a plan A, B and C and do not procrastinate; time is priceless.

Be hard working, detail oriented, organized; what you put in is what you get out. Doing and knowing how to do everything in your business so then you can guide and be a leader to your employees, but also hire the right people so you can delegate and focus in growing the business and networking. Good communication skills with employees, customers and service providers. It’s important everyone is the same page.

Create a trustful brand, always comply with what you offer, try to give the best quality service possible, never lie and be fair. That way customers will recommend you. The best marketing/advertising is a happy customer. What goes around comes around.”

Mirna Guzman, Guzman Associates

“I attribute my success to a few things. I care very much for my customers, so being adaptable to their needs is very important to me. I am also very persistent. The persistence to stick at something past the amount of time the average person would. To keep going and moving forward despite at times things not going to plan or struggling. The unwavering will power to stick at it until the end goal is reached and not take the easy route. Finally, I am passionate about my work. When you are passionate about what you do it gives you the strength to drive what you are looking to do forwards despite what is in front of you.”

Fernando Beltran, Identika

“As a 23-year resident of Loudoun County, my success as an entrepreneur stems from both my personal drive and Loudoun’s supportive and diverse environment. The county’s commitment to helping businesses grow has been incredible, especially the Economic Development team. Their support has been so important that I can’t imagine setting up shop anywhere else. Loudoun County isn’t just where I work and live—it’s where I thrive.”

Devaki Baker, Team Verso

“As a first-generation immigrant, resourcefulness comes with the territory. I quickly adopted a ‘figure it out’ mentality that allowed me to build, innovate, and navigate challenges with limited resources. Over time, I learned to trust this approach, knowing that with resilience and focused effort, solutions tend to emerge even in high-pressure situations. And when things don’t go as planned, you learn and grow. My journey has also taught me the value of staying curious, cultivating strong networks, and serving others as key elements for creating meaningful impact.”

Katica Bosci, Truist

“Persistence and passion are the two words that describe me: persistence because I never give up and passion because I love what I do. Focusing on my goals and having a good center of influence that can support me, advise me, and connect me with people who can help me reach fulfill my dreams. And most importantly, never let anyone tell you that you can’t do it.”

Sam Cerritos, Cerritos Farm

“I do what people want, just like that. I understand my customers and provide a healthy product that they are looking for.”

Gerardo Castellanos, Prologis

“After moving to the U.S. in the early 2000s, right after graduating college, I faced the challenge of adapting to a new culture while remaining focused on my personal and professional goals. Resilience became the foundation of my success, as I learned that setbacks are part of the journey. My determination and focus led me to find my path in real estate, which has grown into a passion as well as my profession.”

Beth Sastre, Virginia Cooperative Extension and Virginia Tech

“I am blessed to have a job that is my vocation. My pleasure is sharing my knowledge, understanding needs, be aware of differences, listening to concerns and working hard to bring our community together and at the same time helping them to be successful and in harmony with Mother Nature.”

Dave Diaz, Loudoun Economic Development

“Adapting to new environments has been key to my success since childhood. I was born in Adjuntas, Puerto Rico, a rural coffee farming town, and moved to a challenging inner-city neighborhood in Philadelphia at five. By 17, I joined the Army, later serving in diverse locations like Fort Bragg, North Carolina, South Korea, and Iraq, where I honed skills in communication, discipline, teamwork, problem-solving, strategy, leadership, and staying calm under pressure. My passion for continuous learning has helped me grow as a leader and improve the communities I’ve revitalized. Recently, being surrounded by exceptional teammates and leaders, like those in the Loudoun County Economic Development Department, has greatly benefited me. I also believe in the power of gratitude; reflecting on my experiences, my family, my team in Loudoun, and serving my community inspires me to be a better person and leader every day.”

Danny Vargas, VARCom Solutions

“Having grown up poor in Brooklyn, I learned early on how to be resilient. Joining the U.S. Air Force at 17 and serving seven years on active duty, I learned to be focused on the mission. Working in major corporations including Raytheon, Sprint International, France Telecom, and AOL, and rising through the ranks to become an executive, I learned importance of hard work. After starting my own company, VARCom Solutions, 20 years ago, I got involved in the community in multiple ways, and learned how everyone can make a difference and have an impact on people’s lives.

In my community service roles, I have always been willing to step up and fill leadership roles and address the issues of greatest impact. In each of these roles, I have tried to identify any gaps that might exist and build consensus on the best ways to make the greatest impact. From chairman of the Dulle Regional Chamber of Commerce (the first Latino to chair a mainstream chamber in Virginia history), to Chairman of the Virginia Board of Workforce Development, to Chairman of the Virginia Advisory Committee to the U.S. Commission on Civil Rights, to Chairman of the GO Northern Virginia economic development initiative, to Chairman of Leadership Fairfax, to Chairman of the Friends of the National Museum of the American Latino (where I successfully led the effort to pass the authorization bill in Congress), to creating and Chairing the American Latino Veterans Association, to running for the Virginia House of Delegate (endorsed by the Washington Post), and serving on many nonprofit boards—in every leadership role I have strived to bring people together to work to make the biggest positive impact on the most people.

So, the keys words that come to mind are resilience, mission-focus, hard work, impact, and service. Always do your best to do your best in everything your do, do it for the right reasons, try to be a servant leader, and stay humble.”