Maria Antonietta Diaz Helps Acclamate Immigrants - GBS Group

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Maria Antonietta Diaz Helps Acclamate Immigrants
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Author: Janet Marotta
When immigrant entrepreneurs arrive in the US, they not only face a language barrier, but often
make predictable mistakes trying to do business the way they did back home. Maria Antonietta
Diaz, President and Co-Founder of GBS Group, has found her niche successfully guiding
immigrants on their journey of starting or expanding a business here in the U.S.
With violence in Colombia, political upheaval in Venezuela, and a financial meltdown in Argentina,
tens of thousands of South Americans have headed to the United States over the past decade.
Many are setting up companies in South Florida, considered the U.S. gateway for business with
South America.
“When immigrants arrive here, the change can be very abrupt from what their used to. They don’t
understand how the system works, how to take advantage of resources, or know where to start
finding the information they need,” states Diaz. “In many cases, starting a business here is much
simpler than in our [South American] countries. Processes are more organized and more
information is available. We focus on removing myths about the system and on providing the
services to make their situation stressless and to help them save time and money.”
These services include everything from business assessment, accounting, and administration to
marketing, human resources, finances, and asset management. The company holds seminars;
collaborates with the SCORE organization – a non-profit that provides counseling to small
businesses; and they provide newsletters containing advice and information on a variety of business
topics. Topics include tax planning, how and why credit scores are used, loans for existing
businesses, evaluation and purchase of franchises and more.
Her formula is working. Some of GBS Group’s local clients include Café Canela, Priority
International (a cleaning service company), Bienes Raices (real estate), JLJ Lawn Service, and VIP
Kids Pre-school. These businesses were also featured on a Telemundo television special about the
most common businesses immigrants start when they come to the U.S. Diaz is also featured every
week on Telemundo’s “..De Mananita” program which discusses interesting topics on how to start
and strengthen your business in the U.S.
“It’s usually not a factor of how much investment money you bring into the country. On the contrary,
those with less money are often more successful because they come better prepared to mentally
deal with whatever comes. Those with investment money typically want to maintain the same
standard of living as in their country and run through their resources rather quickly,” comments Diaz.
“There is a common saying amongst South Americans that if you want to make $1M in the U.S.,
come with $2M, and lose the first,” says Diaz. “It’s disappointing because this is a place where you
can make money. It just takes time to adapt.”
Diaz speaks from experience. Prior to immigrating to the U.S., Diaz was Manager of Administration,
Finance & General Services for TVC Satvenca, a leading television cable company in Venezuela. A
licensed CPA, she began her career in Venezuela as an external auditor for Price Waterhouse
Coopers and later, Ernst & Young. One and one-half years after relocating to South Florida to work
with Kusa Networks, the company folded. Diaz was faced with the need for H-1 visa sponsorship
and realized it would be difficult to get a professional-level job.
“I needed to start a company to get a Visa. Then I began helping out friends who were in the same
boat. They needed business plans, licenses, marketing ideas, trademarks registered, insurance,”
recalls Diaz. “An immigration lawyer liked my work and soon I was getting referrals. At each step, I
added and created services to fulfill the needs of the clients. Now we offer one-stop shopping for all
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our clients’ business needs.”
As a four-year old business, Diaz has seen a wide range of cases and common pitfalls. “Some want
to be told what business to buy. Others just want to buy any business. I stress the importance of
not making forced decisions because of the visa. It’s important to organize what you need, to
leverage education and experience, and to control the risk associated with a new language, new
career, new schools for their children, and a new life,” states Diaz.
Another adjustment for South Americans is mastering credit, long accustomed as they are to high
interest rates. Used to less stringent rules and enforcement in their native country, many also
stumble over licenses. Some act with little market research, having come from countries where
business information is harder to get or more costly than it is in the United States. “Even simple IRS
notices can be a major event,” states Diaz. “Our job is to help them piece together the fractured
information they might get from their lawyer or accountant, and to streamline the process.
Emotional support is also part of the job.”
One of the biggest challenges is a lack of business relationships and contacts that are key to getting
the resources and help needed to be successful. According to Diaz, the South American community
has less history in the U.S. and is less organized here to support each other. “A network of support
and referral is critical to assist new businesses. We fill that gap so they can successfully launch that
new business or project in the U.S.”
Maria Antonietta is a member and founder of Mujeres Latinas Impulsando Mujeres Latinas (Latin
Women Empowering Latin Women), and is locally involved with Broward County’s SCORE
organization. Her husband, Jorge Enrique Fernández, is Director and COO of GBS Group and
co-Founder and Vice-President for the Broward Latin American Alliance, an organization that
promotes networking and cooperation amongst businesses in South Florida. Maria Antonietta and
her husband, Jorge, have been residents of Weston since 1997 where they live with their two
children, Andreina and Jorge Jr.
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