Hispanic-owned US firms
5.0M+
Aggregate revenue
$800B
Growth since 2019
+44%
Who they are
USHCC chambers operate at the city level and matter for trust. Bilingual outreach (or at least bilingual website + collateral) is table stakes. Many firms are first-generation owner-operators with lean teams - operator decisions are made by the founder.
Common titles
Fundador / FounderCEOOwnerDirector GeneralPresidente
Where they live online
- USHCC + local Hispanic Chambers
- LBAN (Latino Business Action Network)
- Stanford Latino Entrepreneur Initiative
- L'Attitude conference
Common objections
Do you serve Spanish-first?
If yes, lead with it - bilingual onboarding is a real differentiator. If no, be transparent.
Pricing for owner-operated?
Many firms run lean. Offer a self-serve tier; sales-led pricing should match the company size, not the addressable spend.
Message templates that work
Cold to first-gen Hispanic owner
Subject: Quick idea for {{Company}}
Hi {{FirstName}},
Noticed {{Company}} on the USHCC member list. We work with Hispanic-owned firms on {{outcome}} - recent: {{reference}} (similar size, similar market).
Not a pitch. Quick 15 min in {{language}} or English, whatever works?
{{Sender}}