FLAVORS OF SUCCESS: THE INSPIRING JOURNEY OF JUAN FLAVORS OF SUCCESS: THE INSPIRING JOURNEY OF JUAN HERNANDEZ AND ANTOJITOS DE MI TIERRA

From Roots to Recipes: Celebrating Cultural Heritage Through Cuisine.

A case study by Reina Valenzuela, Head Coach of HETP


Summary

Juan Sebastian Hernández founded Antojitos de mi Tierra to satisfy a nostalgic craving not being met in New Jersey. Juan’s journey began in Palmira, Colombia, in a family environment where cooking was an integral part of daily life, his passion to share authentic flavors with the world was ignited.


From humble beginnings selling at local events with a food cart, Juan implemented effective strategies prioritizing ingredients, quality, and exceptional customer service. His focus on authenticity has resonated with a loyal customer base, enabling Antojitos de mi Tierra to deliver on its promise with a quick-serve food truck that brings Colombia’s vibrant and unique flavors to local events, gatherings, and neighborhoods throughout New Jersey. Despite facing financial challenges and fierce competition, Juan utilized his creativity and determination to overcome obstacles and build a strong brand.

Juan was significantly influenced by the support and guidance from the HETP program coaches, which provided him with invaluable resources, mentorship, and networking opportunities that helped him overcome challenges, enhance his entrepreneurial skills, and develop a sustainable business model. The strength of Juan’s business is his commitment to maintaining Colombia’s authentic flavors. His journey inspires other entrepreneurs to pursue their dreams and originality in their ventures, making him a role model in the food business landscape.

The Challenges

Antojitos de mi Tierra faced several significant challenges in its early stages. Before the COVID-19 pandemic, Juan had a food cart and a dream. After losing his full-time job, Juan allowed his hobby to start building a business.

  • Limited Capital: As a bootstrapped business, Antojitos de mi Tierra lacked the financial resources to invest in growth and expansion. This limited the ability to purchase new equipment, hire additional staff, or explore new market opportunities.
  • Business Knowledge: Juan needed formal business training despite his experience as a culinary professional. Entrepreneurship was uncharted territory for Juan. This was evident by limited leadership skills that impacted decisions in other areas, such as marketing, financial management, and operations.
  • Team Building: As a solo entrepreneur, Juan found it challenging to delegate tasks and responsibilities, which hindered the business’s ability to scale.
  • Navigating Bureaucracy: Compliance with local regulations, obtaining permits, and managing insurance requirements were time-consuming and often frustrating. Juan needed the knowledge and skills to transform his passion into a profitable business. However, Juan’s resilience, determination, and support of SHCCNJ’s entrepreneurship programs allowed him to overcome these hurdles and position the business for long-term success.

How HETP helped

HETP provided Juan Hernandez with business training, invaluable mentorship, networking opportunities, and a business community eager to support him, which played a crucial role in his business plan.

A personalized Coaching Plan includes the right combination of experts:

  • Accounting and taxes with Cristhina Cayas
  • Marketing plan with Tatiana Orozco
  • Legal matters with Tannia Ospina
  • Networking strategies with Jairo Borja
  • Business plan and growth strategies with Reina Valenzuela.
  • Website development with Oscar Moreno.

Networking Opportunities and Exposure:
HETP facilitated valuable connections between Juan and business leaders,
Corporations, suppliers, and the business community with potential partners and collaboration with complementary businesses.

Business Skills Development:
HETP’s training sessions equipped Juan with essential business knowledge and skills. Community building helped Juan learn and apply concepts that have enabled him to delegate and empower his team. He now works in the business, not on the business.

Strategic Guidance:
Juan’s pivotal moment came during a business model review, when he realized that adjustments to value proposition, location and target segments were required to move forward. This shift helped him develop a growth path.

The Results

Antojitos de mi Tierra has experienced remarkable growth and transformation since Juan Hernandez joined the HETP program. Despite initial challenges, the business has flourished, expanding its operations, increasing revenue, and building a solid brand.

  • Expanded Operations: The business has grown from a single hot dog cart to a food truck to a storefront location that opened in Bergenfield in October 2024.
  • Increased Revenue and Profitability:
  • Due to strategic changes and effective marketing, antojitos de mi Tierra has more than doubled its sales revenue in 2024.
  • Team Expansion: The team has grown from one person wearing all the hats to six (three cooks, two cashiers, and one administrative assistant). The company also developed an operations manual to maintain quality control.
  • Enhanced Brand Identity: The business is positioning itself as the go-to destination for authentic Colombian quick-serve food. Juan hired Nadya Ramos, another HETP graduate, to manage the company’s online presence.
  • Growth Potential: Partnerships and strategic alliances have greatly boosted the business. With a loyal customer base, Antojitos de mi Tierra is well-positioned for continued growth and expansion.
  • Pitch Competition Winner: Juan was the first-place winner of the 2024 SHCCNJ’s Pitch Competition, a prize that includes cash, mentorship, media exposure, and other benefits. Antojitos de mi Tierra’s journey from a struggling small business to a thriving enterprise demonstrates the power of entrepreneurship and the value of support programs like HETP.