We caught up with the brilliant and insightful Ivette Heredia a few weeks ago and have shared our conversation below.

Ivette , appreciate you joining us today. What do you think matters most in terms of achieving success?

Success is a highly subjective concept, often molded by our lived experiences, values, and the stories we choose to live by. One quote from a TED Talk that deeply resonated with me is: “I don’t see success as Webster’s Dictionary defines it as ‘the attainment of wealth, favor, or eminence.’ More authentic action, understanding, education, and equal opportunities for everyone is a definition of success that I choose to live by.” —Jennefer Witter, Chief Executive Officer and Founder, The Boreland Group Inc. This quote always makes me reflect on the essence of true success.

For me, success isn’t about how much money I make or how high I climb on the corporate ladder. It’s about mastering the skills I am passionate about, engaging in purposeful work, and continuously learning and growing. There’s a profound satisfaction in knowing that my knowledge and skills are tools that can genuinely help others—especially business owners in my case.

A few years ago, I worked with a family owned and managed HVAC company that was struggling to gain traction in a competitive market. They had a solid service offering but lacked the marketing prowess to reach their potential customers. When they approached me and our team at Birdee Media, their frustration and anxiety were palpable. They were on the brink of giving up, and their dream of growing their business seemed to be slipping away.

I spent time understanding their challenges, their market, and their unique strengths. Together, we crafted a marketing strategy that played to their strengths and resonated with their target audience. We launched a series of campaigns that highlighted their expertise and commitment to customer satisfaction. The results were remarkable. Not only did their business grow, but their confidence and enthusiasm were reignited along with their team that at the time was 12 individuals and now, are close to tripling their staff.

Watching their transformation and knowing that I played a part in it was incredibly fulfilling. It reaffirmed my belief that success is about making a positive impact on others’ lives through our work. It’s about building relationships, sharing knowledge, and creating opportunities for growth and success for everyone involved.

Moreover, I believe that success involves having the privilege to do work that aligns with my values and passions. It’s about waking up every day with a sense of purpose, knowing that what I do matters. And it’s about continuous learning—because with each new skill or piece of knowledge, I become better equipped to help others and contribute meaningfully to their journeys.

In the end, success to me is a blend of personal growth, purposeful work, and the joy of seeing others thrive because of the help I’ve provided. It’s a journey rather than a destination, and it’s measured by the positive changes we inspire and the relationships we build along the way.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

As a spirited entrepreneur and proud first-generation Latina, I co-founded Birdee Media to bridge the gap between businesses and multicultural communities. Growing up in Southern California, then moving to rural Oregon, and being deeply connected to my roots in Michoacán, Mexico, I’ve always been passionate about fostering genuine connections and celebrating cultural diversity. This passion led me to storytelling and the digital arts, where I could blend my skills with my desire to make a meaningful impact.

Our journey into this industry was sparked by realizing that conventional marketing firms often overlooked diverse communities’ unique needs and perspectives. This gap inspired me and my co-founder, James Reyes, a creative digital graphic designer from Santo Domingo, Dominican Republic. Our multicultural experiences, combined with our social media management and graphic design backgrounds, became the foundation of Birdee Media’s core values: community, honesty, trust, accessibility, and innovation.

Birdee Media was founded out of a deep need to fill a language and cultural gap in marketing. This is why our tagline is “Elevating Brands, Connecting Communities.” We are a multilingual, full-service marketing and advertising agency with a dedicated and talented team.

Our services include logo creation, graphic design, digital campaigns, website development, PCC services, and part-time offsite complete marketing services for businesses. We also proudly collaborate with nonprofits and government agencies to enhance their outreach and impact.

Our founding story is rooted in a shared vision of inclusivity and representation. In the fast-paced and evolving world of marketing, James and I found a common purpose while working at a mainstream marketing firm. We recognized a crucial gap overlooked by traditional agencies: serving and engaging diverse communities in a meaningful way. This realization fueled our determination to launch Birdee Media, a multicultural and multilingual marketing agency committed to crafting authentic narratives that deeply resonate with diverse audiences.

What sets Birdee Media apart is our dedication to transparency, authenticity, and a spirit of ongoing change. Leveraging our lived experiences, talents, and shared cultural roots, we deliver tailored marketing strategies that achieve our clients’ unique goals. Our focus on storytelling and creativity ensures we reach people from all walks of life, fostering meaningful transformation. Our bird-themed logo symbolizes our mission to build bridges of understanding and foster connections across all sectors, much like birds in flight gracefully navigating the skies.

Birdee Media stands as a testament to our core values and dynamic spirit of multicultural communication. Our commitment to sustainability, community service, and forward-thinking creativity reflects our dedication to a greater purpose.

Can you share a story from your journey that illustrates your resilience?

I don’t think there is one story that illustrates our resilience as a company/entrepreneur; it’s a culmination of multiple moments, and it comes down to simply the fact that Birdee Media is still in business today.

According to the U.S. Census Bureau, businesses owned by Hispanic or Latino individuals make up only 15.5% of the market. Moreover, small businesses owned by 20 to 30-year-olds represent a mere 6%. The failure rates for businesses are daunting, with around 20% failing in their first year and about half surviving after five years. Startups, in particular, face a staggering 90% failure rate, making these statistics daunting.

Against all the odds and statistics, Birdee Media thrives five years after our inception. This is a testament to our resilience and determination. The journey has not been easy and filled with its fair share of challenges and setbacks.

One moment that tested our resilience occurred during our third year in business. We had just landed a major client, a huge win for our young agency. However, just as quickly as the contract was signed, the client faced an unexpected financial crisis and had to cut back on their marketing budget, which meant canceling our contract. It was a significant blow, not just financially but also to our morale.

Rather than letting this setback define us, we took it as an opportunity to pivot and diversify our client base. We reevaluated our strategies, expanded our service offerings, and pursued new leads in different sectors. We leaned into our strengths—authentic storytelling and deep connections with multicultural communities—to differentiate ourselves in a crowded market.

This experience taught me the importance of consistency and the ability to adapt. You can have an outstanding year in business, only to face a downturn the next. Success isn’t a straight path but a series of waves that you must learn to navigate. It’s about maintaining focus on your goals while being flexible enough to pivot when necessary.

Can you talk to us about how your funded your business?

At the age of 25, I teamed up with my co-founder, James, who was 28 then. With an investment of $250 each, we embarked on this entrepreneurial journey.

We started with our personal equipment, and despite the modest beginnings, we poured our hearts into building Birdee Media. Every dollar was carefully spent, and every investment was meticulously planned. We have fond memories of buying our first prepaid company phone (yes, there are pictures to document the moment). The following year we were able to buy me a company laptop.

Operating in the digital realm was a significant advantage for us. Unlike traditional businesses that require high capital funding for physical inventory or retail space, our startup costs were relatively low. This allowed us to focus on what truly mattered—developing our skills, building our brand, and creating meaningful connections with our clients.

Contact Info:

• Website: https://birdeemedia.com/
• Instagram: https://www.instagram.com/birdeemedia/?hl=en
• Linkedin: https://www.linkedin.com/company/birdee-media/?viewAsMember=true

Image Credits

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