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Description
Small businesses in Santa Clara County are experiencing financial setbacks as the impacts of COVID-19 have changed the landscape of entrepreneurship. Many have already closed their doors, and some do not think they will be able to survive after reopening. Executive Director of Latinx Business Circle, Mimi M. Hernandez, who has advised nearly 250 locally owned family businesses, joins us to discuss small business survival, available resources, and community support.
Recorded July 20, 2020.
The City of Cupertino would like to express its thanks to the County of Santa Clara for the use of their video materials during the COVID-19 pandemic.
For more information regarding the impact of the COVID-19 outbreak in Cupertino, please visit https://www.cupertino.org/coronavirus
C
B
And
a
lot
of
franchises
there,
but
when
I
moved
here,
I
fell
in
love
with
this
place,
because
there
were
so
many
small
businesses
from
restaurants
to
dry
cleaners
here
reminded
me
of
when
I
was
a
kid
growing
up
in
Arkansas,
but
those
places
are
really
being
impacted.
Now,
tell
me
about
your
organization
first
and
your.
D
Sure,
and
thank
you
for
having
us
today,
as
he
mentioned,
we
did
start
with
our
masks
and
we
are
removing
them
and
we'll
be
returning
them
back
to
the
place
where
they
need
to
be
at.
For
us.
Latin
is
that
next
business
circle
is
a
collective
of
business
advisors,
industry
experts
and
business
trainers
who
are
warehouse
at
the
prosperity
lab
a
non-profit,
501
C
3.
For
the
last
year
we
have
facilitated
over
60
free
workshops,
which
became
webinars.
Most
recently
we
have
provided
individual
assistance
to
business
owners.
D
We
were
also
doing
some
relief
assistance,
helping
people
complete
applications
and
businesses,
complete
applications
for
the
PPE
loans
and
other
funds
that
are
available
and
available
to
them.
We're
also
topics
around
cupcake
cobia
compliance,
HR
compliance,
waitstaff
marketing,
branding
capital
strategies
is
a
popular
as
well
some
business
tax
preparation
and
some
lean
campus
remodeling
of
businesses.
At
this
point.
D
B
D
We
are
hearing
is
a
real
concern
about
the
uncertainty.
You
know
the
openings
reopening
is
closing.
That's
what
has
been
at
the
root
of
most
of
the
anxiety
that
is
out
there.
The
economic
losses
for
the
family-owned
businesses
in
general
is
is
very
widespread.
Then,
of
course,
you
know,
Latino
and
an
african-american
communities
and
employers
have
been
affected
in
a
rate
that
is
just
a
proportionate
to
the
rest
of
the
communities.
D
B
D
At
this
point,
one
of
the
things
that
we
are
really
trying
to
focus
our
businesses
on
is
operation
of
the
efficiencies.
You
know
really
looking
at
how
you
are
operating
your
business.
What
what
is
it
costing
you
and
getting
that
and
really
moving
towards?
Can
you
imagine
your
business
doing
things
different,
you
know
getting
out
of
your
comfort
zone.
You
know
our
restaurants
were
a
very
good
example
of
that
you
know
really
changing
their
menu
to
make
it
more
but
to
go,
having
to
reinvent
how
they
do
the
outside
dining
lucky.
D
For
us,
this
is
warm
weather
right
now,
but
in
the
winter
I
imagine
we're
gonna
have
to
think
do
different
things,
but
the
number
one
thing
is
reimagined
and
really
look
at
how
you
have
your
business
structured.
Is
this
a
good
opportunity
for
you
to
say?
Do
we
need
to
rent
10,000
square
feet?
You
know,
could
we
reduce
it?
You
know,
could
some
of
our
folks
work
from
home
and
how
do
we
keep
our
work
or
worker
safe?
It's
another
thing
that
I
really
want
to
challenge
employees
to
think
about.
D
B
I
was
reading
this
article
here
in
the
Detroit
Free
Press,
and
you
know
it
talked
about.
You
know
a
lot
of
the
small
businesses
getting
loans,
and
you
can
see
that
article
there.
It
says
only
one
listed
as
a
black-owned.
That's
a
whole
nother
show.
We
won't
cover
that
today,
but
what
it
talks
about
is
a
lot
of
people
did
not
identify
as
being
a
minority-owned
business
because
they
thought
that
would
affect
them
getting
a
loan,
but
there's
a
stigma
tied
to
getting
loans
within
minority
communities.
B
C
D
C
D
Us
minorities
to
be
told
to
be
perceived
as
or
we
need
that
extra
help
or
we're
trying
to
get
that
extra
upper
hand,
because
we're
people
of
color
and
I
think
you
know
we
don't
have
time
for
that
right
now.
You
know
we
all
need
to
survive.
It
isn't
just
about
you!
It's
about
the
employees
that
depend
on
you
and
being
able
to
work
with
you,
and
these
are
very
extraordinary
times,
but
on
the
same
hand,
I've
had
business
owners
who
did
not
qualify
for
any
assistance.
D
You
know
the
east
side
largely
is
a
cash
economy
mm-hmm,
so
trying
to
record
losses
for
cash
transactions
was
very
challenging.
There
were
business
owners
who
have
been
paying
tax
revenues
for
decades
and
did
not
receive
a
cent
of
assistance.
So
you
know
they
say
the
same
can
be
said,
but
there
is
a
stigma
in
our
communities
about
not
asking
for
assistance
or
not
asking
for
a
loan
just.
B
D
The
businesses
first
create
a
record
base
of
what
the
sales
had
been
coming
in
and
out
and
their
expenditure
before
they
could
even
begin
to
apply
for
relief
assistance,
and
you
know
some
of
those
took
a
few
months
to
get
together
so
we're
running
into
the
same
problem
right
now
that
micro
enterprises,
particularly
that
don't
know
that
they
don't
know
that
they're
not
supposed
to
be
keeping
records.
A
certain
way
are
doing
so
so
right
now,
when
we're
trying
to
rush
to
make
this
deadlines
and
apply
for
PPE
for
them,
it
becomes
very
challenging
mm-hmm.
B
D
What
when
people
are
coming
into
our
Center
or
Colleen,
our
phone
line,
or
even
just
tagging
us
on
social
media,
asking
us
for
assistance?
The
first
thing
we
do.
We
do
an
analysis
about
where
they're
at
and
how
they
keep
records,
what
they
really
what
the
losses
have
been
and
then
we
try
to
either
help
them
apply.
For
the
SBA
there's
a
number
of
different
things
to
assist.
D
We
always
want
to
make
sure
that
they
truly
understand
what
the
guidelines
are
going
to
be
for
that
loan,
so
that
they
don't
get
into
another
pickle
with
that.
There's
other
alternative
sources
of
funding,
for
example,
working
solutions,
Opportunity
Fund
Kiba,
but
one
of
our
main
sources
is
that
we
always
go
to
the
business
owner
space
group
that
the
city
of
san
san
jose
host,
where
we
have
over
25
partners.
D
You
know
from
score
to
SBDC
and
new
america,
capital
venture
partners
that
have
those
resources
and
include
the
technical
assistance
that
are
is
required
because
merely
pointing
to
a
resource
is
not
enough.
We
do
need
to
take
a
hands-on
approach
and
we
need
to
make
sure
the
businesses
understand
how
to
apply
and
receive
the
assistance
to
do
so.
Let's.
B
B
D
Been
in
this
industry
for
about
eight
years,
you
know
and
I
think
this
was
the
first
time
that
the
we,
as
a
team
of
you,
know
business
circle
of
advisers
that
we
had
to
sit
down
and
have
these
conversations
about
having
to
help
business
owners
close.
What
is
the
correct
process
talking
to
them
about
bankruptcy?
And
then
you
know
that
was
that
was
new
to
us.
We've
never
really
had
to
engage
with
a
lot
of
that
it
was.
B
Amazing,
if
people
are
interested
in
finding
more
information
about
resources
available,
of
course,
you
can
go
to
our
website
at
SCT,
gov,
dot,
org
for
slash
coronavirus
and
go
to
the
operate.
My
business
safely,
tab
under
how
do
I
and
plenty
of
information
there
also
for
employees
as
well-
and
you
have
the
information
there
about
assistance
and
resources
now
just
know
this,
because
someone
left
us
a
very
nasty
comment
last
week
because
they
contacted
somebody
on
this
list
and
that
this
company,
this
organization
did
not
get
back
with
them.
B
What
role
can
consumers
play
in
supporting
small
businesses,
for
example?
You
know
it
starts
with
as
simple
as
wearing
a
mask
into
the
business.
You
know
some
people
I've
seen
you've
seen
the
videos,
of
course,
to
where
people
give
someone
such
a
hard
time
just
about
wearing
a
mask,
but
the
business
is
only
following
the
rules
of
their
jurisdiction.
So
what
can
consumers
do
to
help
small
businesses
during
this
period?
So.
D
I
always
say,
first
and
foremost,
if
you're
in
a
position
to
still
be
able
to
go,
dine
or
buy
or
engage
in
business
with
some
of
the
small
family-owned
businesses
and
the
micro
enterprises.
Please
do
so
you
know,
buy
gift
certificates,
you
know
user
curbside
services
post
a
positive
review
about
your
experience
with
them
and
you
know:
wear
a
mask
I
mean
that
this
I
think
that's
one
of
the
most
significant
things
we
can
do
wear
a
mask
every
day.
That's
gonna
help
us
all
to
get
the
curve
going
back
down
and.
D
Have
us
go
back
to
some
sense
of
normalcy
so
that
the
businesses
can
stay
open
and
can
get
through.
This
also
I
would
say
if,
if
you're
in
the
position
to
do
policy
or
come
up
with
programs,
financial
support,
low-interest
loans
for
some
of
these
small
businesses,
rent
forgiveness,
because
a
lot
of
them
not
only
have
to
make
a
mortgage
or
rent
house,
they
also
have
to
pay
the
the
rent
or
the
mortgage
in
the
building
that
they
have
their
business
in.
B
B
Their
shelves
were
full,
so
I
think
we
should
buy
everything
up
the
shelves
of
the
small
businesses
in
our
neighborhoods
first
and
then
go
to
the
larger
businesses,
because
a
lot
of
times
they
have
more
financial
stability
in
the
larger
businesses,
because
there
they
fall
under
an
corporate
umbrella,
and
especially
you
know
my
friends
in
Gilroy
and
Morgan
Hill.
We
especially
want
to
shop
those
small
businesses,
you
know,
keep
them
afloat
and
I
know
it's
a
tough
time
now
for
salons
and
different
other
businesses.
B
But
please
don't
go
to
Santa
Cruz
County
just
hold
on
for
a
little
bit
we're
working
on
it
to
get
those
businesses
open,
because
it's
really
important
that
we
shop
our
small
businesses,
especially
in
South
County.
So
a
lot
of
businesses
have
gone
into
debt,
trying
to
just
prepare
for
social
distancing.
You
know
the
protocols,
what's
your
advice
to
them,
because
they
must
follow
the
state
and
local
directives.
You
know.
D
Some
of
the
businesses
that
are
hosting
in
you
know,
with
less
square
footage,
of
course,
are
going
to
have
challenges
with
that,
but
I
think
there's
definitely
a
good
will
to
do
it,
but
they
do
sometimes
are
going
to
need
some
help
with
some
of
the
specific
guidelines
when
you
get
to
industries
like
a
small
retail
store,
that
only
has
you
know
200
square
feet.
You
know.
C
D
B
D
D
You
know
the
same
spirit
that
drove
them
here
with
nothing
to
start
and
they
still
see
the
opportunities
in
you
know
in
the
United
States
and
specifically
living
in
Silicon
Valley,
and
you
know,
I
have
to
praise
those
fellows
because
there
are
days
that
I,
wake
up
and
I
am
a
little
bit
challenged,
but
I
have
to
concentrate
on
what
we
can
do
and
what
we
are
able
to
assist
our
businesses
with.
But
there
is,
there
is
a
light
of
hope
within
our
businesses
and
era
of
positivity
yeah.
B
We
will
get
through
this
we're
going
to
take
a
look
at
our
data
dashboard.
You
know
we
continue
to
encourage
everyone
to
practice
social
distancing,
we're
a
facial
covering
and
stay
at
home.
If
you
don't
need
to
go
out
just
over
the
weekend,
we
had
more
than
300
confirmed,
Kovac
19
cases
you
can
see
here.
Our
cumulative
number
is
currently
at
7456
177
deaths
so
far,
thank
goodness
no
new
deaths,
and
certainly
our
thoughts
are
with
the
families
who
have
lost
loved
ones
due
to
koban
18.
B
B
Of
people
don't
believe
this
pandemic
is
real.
They
think
we're
driving
and
promoting
fear.
But
I
want
to
read
this
post
from
social
media
that
one
of
my
friends
put
from
their
sister.
She
says
so
my
husband
went
to
help
my
brother-in-law
on
his
car,
but
plans
change
of
in
a
few
friends
and
family
members
came
by
to
visit
my
brother-in-law's
neighbor
and
my
husband's
other
brothers.
Well,
so
they
were
having
a
party.
Now
everyone
at
the
party
tested
positive
for
Kovac
19,
including
both
of
my
brother-in-law's.
B
D
You
know
in
outing
in
the
business
community,
and
he
said,
we've
had
at
least
five
that's
within
our
business
owners
that
have
occurred
one
of
them.
You
know,
of
course,
husband,
wife
and
then
they're,
the
three
family
members
that
passed
away
within
a
week
of
each
other
and
for
me
it
makes
it
very
real.
My
I
told
you
my
first
cousins.
My
nephew
is
an
EMT
who's
transporting
the
folks
who
are
infected.
D
It's
very
real
to
us
every
day,
the
risk
that
business
owners
take
when
they
have
to
open
their
doors
and
people
are
not
complying
whenever
anyone
in
our
business
community
or
in
our
family
passes
away
from
me.
It
just
reminds
me
that
this
is
very
real.
This
is
not
a
hoax
and
I
think.
Sometimes
it
takes
knowing
someone
or
having
that
constant
fear
every
day
that
your
niece
nephew
brother
uncle
is
going
to
come
down
with
kovat
and
what,
if
they
don't
recover,
my
cousin
was
lucky.
He
recovered
he's
a
doctor
in
Mexico
City.
C
D
He
was
part
of
the
task
force
out
there,
and
you
know
he
he
did
come
back
to
work,
he's
still
a
little
affected,
but
we
were
pretty
lucky
and
hopefully
he
doesn't
have
to
come
down
to
you
having
to
lose
someone
close
to
you
or
a
family
member
before
you
realize
that
this
is
a
very
cruel,
slow
disease,
and
this
is
not
the
way
you
want
things
to
go
down.
Maybe.
B
Thank
you
so
much
for
being
here
and
sharing
the
information.
That's
going
to
assist
small
business
of
small
businesses
get
through
this,
as
well
as
sharing
the
personal
story
as
well.
We're
here
constantly
hearing
the
stories
all
day.
You
know
somebody
made
the
comment
last
week.
That
said
you
you
all.
Sometimes
you
smile
a
little
bit
too
much
when
you're
talking
about
this.
We
have
to
smile,
because
we've
been
doing
we've
been
at
this
for
over
four
months
now
and
we're
hearing
the
stories
you
know.
B
One
story
was
a
small
business
owner
is
taking
he's
unemployed,
he's
taking
his
unemployment
check
to
pay
the
rent
his
family
salon
to
keep
him
open.
There's
another
story
where
a
salon
owner
already
you
know
in
it
has
a
deficit
and
she
has
taken
her
money
and
invested
in
making
upgrades.
So
she
can
reopen
and
trust
me
we're
doing
everything
to
get
the
salons
open.
You
can
believe
that
we
been
in
contact.
B
You
know
I,
the
governor's
office
may
block
us
because
we
are
trying
to
get
our
businesses
back
open
people
are
working
hard
here
at
the
county.
So
thank
you.
So
much
hang
in
there
we'll
get
through
this
together.
You
know
one
thing:
you
know
some
of
my
greatest
moments
in
life
have
come
after
a
bad
period,
so
if
we
just
get
through
this,
things
will
be
better
thanks
for
joining
us
everybody
and
have
a
good
day
and
be
safe
and
look
out
for
yourself.
But
most
of
all
look
out
for
your
neighbor.