Episode 15: How Launch SA is Taking Small Business Support on the Road

00:06

Thanks so much for joining us on another episode of Beyond Giving, Matt. um So this episode, we’ve got Matthew Espinosa from Launch SA, an organization that really focuses on empowering entrepreneurs and small businesses  and providing resources for them. Can you kind of tell us a little bit about yourself and about what LaunchSA Yeah, absolutely. Thanks for having me.  My name is Matthew Espinosa. I serve as director of Launch SA.  We are a resource center between a partnership between the City of San Antonio and Geekdom,  ultimately serving small business owners and entrepreneurs in the San Antonio area.

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It’s a high level way to explain what we do, which is basically  we have business advisors on our team you can connect with. I like to tell people it’s kind of like college advisor, right? You go in kind of, what’s my business plan? What do I need to do next with my business? All stages.  We try to have as many events as we can, everything from networking to  important topics for small business owners.  We range everything from just getting started to running and operating a business for 10 years. So we try our best to make it broad.

01:02

And then we also have a partner network. There’s 70 organizations  in growing that we work with that  everything from financial institutions to other support groups. So we are we’re here to uh ultimately bring the community together. And in a lot of ways, I’m here in San Antonio because of  finding this place 10 years ago. So it’s fun to be on this side trying to kind of bring everybody together. Awesome.

01:22

And so like what types of, say you’re a resource center for a small business, is there like a specific type of small business or do you have things that kind of cater to everybody kind of in that small business stage? Yeah, it’s a little tough. We will lean into certain verticals, but we try to stay generally broad. So the themes that we talk about are really bringing people together to connect on, you know, the topics of finance, legal, marketing, what it’s like to get started. We tend to lean more in towards the getting started food phase because we can talk a lot more about fundamentals.

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And even if you’ve been in business for 10 years, sometimes it’s important to remember how to use QuickBooks, remember how to, you know,  the legal process of starting a business. uh But generally from there, we’ll start to  create subgroups or sub events  if we feel like there’s enough interest. uh Here in St. Antonio, lot of those trends are food and bev, hospitality,  a lot of farmers markets. So lot of those types of businesses that we tend to work with.  I would usually say if you look at our data, it’s people that are just getting started because that’s usually when you have the most time to

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come to an event,  definitely come see an advisor. But again, we’re here as a service for all. And  ultimately just reminding people what resources are out there. Because a lot of people are like, oh, I’m struggling with my business. Who do I go to? That’s where Launch comes in to say, here are your options. We may not have the answer, but someone in our network might.  What I think is really cool about Launch too is  you talk about how when somebody has a question or is struggling or something with their business, they come to us and we can help them or we can point them in the right direction. You don’t have.

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It’s not this pamphlet, oh, you need resources here. Go figure it  out. I just was speaking with one of the advisors, Carlos, over there this morning because I was trying to understand  why a specific corporate structure and what the transition to that would look like just in passing. And they’re so accessible and willing to help and really  excited to help you kind of learn these new things. So of all the things that you help  these businesses with, what’s the like?

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coolest thing that you could say launches has done or connected somebody with and then what do you  see as businesses like mostly struggling with? Like what’s the core area that people really come to launch for? Yeah, that’s a great question. think answering the second part first is actually that pamphlet approach to what is the checklist. Almost everybody that doesn’t realize what we do come in asking for that, especially as they’re just getting started on a daily basis. Someone is like, can you just give me the checklist of what I need to do to make this work?  And the reality is small business ownership.

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That’s not how it works. It’s a roller coaster. You almost have to be an expert at everything or at least figure out how to find the answer. And that’s hard to teach and that’s hard to kind of articulate. But I think the more people meet other small business owners, they realize this is not some like study for the test and get an answer. I think there are some businesses that run that way or some that get started or at least the framework. But oftentimes when you’re scaling or growing or struggling, you hit that point of like, have to think differently than how I’m operating now. A lot of what

04:10

is probably my favorite part of working at LaunchSA  is just watching these subtle connections of someone having an answer to the question or someone doing something before and just watching either them. They’re like a friendship bond or just a uh strong connection where they start to work together or just like, oh, hey, you need to talk to this person. uh All the time we see it through advisors where I think people come in with a mission. They’re seeing the advisor. They’re like, I want these things answered. The advisor kind of tells them that’s not the right question. You have to think about this. they kind of

04:39

leave frustrated, but they come back around going, oh, that’s exactly what I needed to hear, right? Because  oftentimes you’re like, I need to learn how to  form an LLC right now because my lawyer said I need to do it in the next 48 hours. Well,  turns out you don’t even need an LLC. So we can tell you how to do that. But in reality, take a step back, study what you’re actually doing. Is there a market for it? And it’s frustrating. But oftentimes, business owners have to be the kind  of  goldfish mentality of forget about it move on to the next thing.

05:07

Definitely. And I think you touched on something that’s incredibly important. And I think  a way that launch adds so much value. Right.  A lot of business owners think they need to do a thing because they heard that they need to do it. And you your advisors and you folks, your team over at launch,  you help them realize that, you know, oh, do you actually need to do that? Is that something that makes sense for you? Right.  And I think that’s what a lot of founders, you know, whether you’re talking about raising capital, whether you’re talking about uh putting together this amazing marketing plan for your restaurant that

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doesn’t even have a permit or a license yet, know, all these different things. The important part is to think about things differently and to think about things from a different perspective in a different way. And I think the advisors and the team there at launch really helped do that. Now, I want to change directions just a little bit, and I want to talk about you, Matt. So how did you end up at launch and why do you choose to dedicate your time to helping business owners in the San Antonio area? I’ve been working for Geekdom in a couple of different roles for the last going on almost four years. And the

06:06

Quickest answer to it is I would probably be doing half as much for free volunteering my time just because I enjoy the community.  So  it’s a plus to be able to get paid and  think about it full time.  About 10 years ago, I’ve been a Geek to Member for 10 years. I also discovered Launch to Say about 10 years ago.  When I was in college, I had a class  that basically you could intern at what was originally called Cafe Commerce, which is Launch to Say, or write a report. I was studying entrepreneurship, so I knew I

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Report’s not going to do anything for me. Let’s go figure out what this uh place LaunchSA is all about.  And it was auditing some of our programs, like 1 million cups, meeting business owners. And I felt like I had the opportunity to meet people I shouldn’t have. In the classroom, you’re like, I want to learn how to be an entrepreneur.  And then you go to this place, and you’re like, why is this guy giving me finance advice? Why is this person that’s an expert telling me this? Why are they connecting me with this person?

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And, know, in a lot of ways, I think it kept me here in San Antonio, realizing there’s this community of people that are doing all different sorts of things. a little bit after that, I kind of discovered Geekdom. And it’s such a cool opportunity for those two organizations to be working together or be one as, you know, we’re a partnership between Geekdom and the city of San Antonio. Because I think that there’s great things about a public space like Launches A that we are allowed to do. But then there’s also equally exciting things of this third space that

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Sometimes it doesn’t make sense that’s geeked them. So for us to take the geeked emission in partnership with the city and kind of bring that energy to what amazing things launch I say is, kind of my favorite part about it because it blurs two worlds or two places that have been so impactful to me in my journey. And so when you were a kid, what did you want to do? And is this kind of the direction that you wanted to go? Or did you want to be a fireman or a doctor? I was a big

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sports head growing up. So I wanted to be around sports to some capacity. uh What that led to me is thinking I wanted to be a doctor and eventually do sports medicine.  Did that for about a year and was like, oh no, I don’t like reading. I don’t like science. Came  back home regrouped uh and I started doing some things in sports like journalism, covering some sports, doing some stuff.  And  it didn’t work out, but I realized the marketing side of like

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capturing emails, talking to people. It was just fun and I never realized that was a potential path. And then discovered entrepreneurship as a major and I was like, oh, this sounds like the coolest way to learn about business because you learn how businesses get started and stuff like that. And then that’s where I interned at LaunchSA, I interned at the Small Business Development Center. And I never even thought, oh, part of my career would end up being supporting entrepreneurs. I thought this was just me learning from other entrepreneurs. So fast forward like.

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five or six  years later,  post pandemic, it’s cool to kind of have these opportunities where,  had no idea 10 years ago, they would lead to roles that I would have later on in my career. So definitely. And you also are an entrepreneur, right? And so when you think back to when you started building your business  and  the resources that you maybe didn’t have or the connections that you maybe you wish you had when you were building, um you kind of bring that into launch and are able to kind of provide that. So it’s pretty full circle now.

09:18

Right. Yeah, absolutely. My first business was basically doing inexpensive websites and marketing for people. And I had a record store client. I had a real estate client. I had a business coach. And you just would learn so many things about business. And I never was in that process of, I’m going to start another business where all these things apply. But I was just learning and taking everything in. And, that’s the cool part about being on this side as a support organization is there’s no story that’s really the same. There’s trends of.

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issues people come in with. But one day we’re talking to a  brick and mortar restaurant. The next day we’re talking to someone trying to start a  high scalable e-commerce brand. So it’s always a new adventure. as someone that enjoys  being around entrepreneurship, you just kind of connect those dots or I kind of go back and go, oh, that’s something I could use for my own business or we can put in practice at launch. So definitely. And so like when you are supporting so many businesses, like you mentioned brick and mortar businesses, you mentioned e-commerce businesses, you

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these different tech companies that might go through there. How do you provide high quality support to all of them? And if you look at the companies that have come through launch, there is a proven track record of high quality support and resources that happen. So how do you guys do it in such a broad but specific way, I guess, if that makes any sense to be impactful? It’s tough. think the great thing is a lot of us, some of us on the team and the people that we partner with, Launches A has had such a

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pivotal first 10 years of being around. there’s, you know, when Yeekton became the new partner, was  not necessarily new things that need to be created. It’s just, you know, what has worked in the past. And  me being a mentor, being around that space uh over that 10 years, it was watching a team of people that were connectors. uh The Lift Fund team, you know, would basically say, oh, this business has a problem. Talk to this person, connect them with this person. And  that’s honestly the quickest and most efficient way you can do it. You know, I think

11:11

The business advisor have good expertise on certain subjects they can go deeper on, but oftentimes they’re the first to be like, Oh, I don’t have the full answer to this. Go talk to this person or let’s bring them in for an AMA or whatever the case may be. And that’s what I think oftentimes, uh, support organizations may get caught up with is you want to help every business. And sometimes these business owners need help with everything, but connecting them to the resource is way more valuable because you know, I think a lot of business owners, you have to put them in a position and be like, we’re not going to give you the answer.

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we’re gonna tell you how to do it because if you get caught up with giving them too many answers, they don’t ever understand the process themselves. So eventually they’re gonna need more and more support. So  it’s a tough challenge, but I think our advisors do better than anybody. Yeah, definitely. And I think that’s such an important piece too. A lot of times when even if you know what it is that you need to figure out for your business, you don’t know where to go get it, right? You don’t know where to find somebody that’s.

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failed or stumbled on this before that you can learn from or somebody that knows this inside and out to help you move forward. I think that’s why resource centers like LaunchSA are so critical and that’s such an important part. Now, when you host all these different events, like, because you guys have all of these like programs and all these things that you do to support organizations, but the physical space itself has tremendous value, right? I can’t count how many people I’ve met that either became customers or that helped us figure out something like shipping our kiosks in the wait.

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something simple like that.  Or you  run into a banker and he’s like, well, this is how your tax structure makes more sense or whatever that looks like.  I can’t count. So just bringing those people together um in the space, the physical space alone is important. Is that like an intentional thing that you guys set out to do or was that a byproduct of just what you provided? Yeah, think it was,  as we  started working with the relaunch of LaunchSA was the phase when Geekdom

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became the new partner. When you your really cool new logo? Yeah, yeah, yeah, exactly. So a couple years ago, and there’s a couple themes of what we heard from both entrepreneurs in the city,  Launch to Say has always been an if you know, you know space. The people that get it, they’re like, it’s amazing. But  to the larger audience of people in small business, we’re not covering and  talking to everybody.  So we wanted to make sure we’re doing a ton of stuff to where we’re getting our messaging out there and continuing to do that over and over again. And that was where the relaunch new brand kind of let’s get loud.

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about these services. Because I think  during COVID,  there wasn’t as many physical events.  The business community kind of spread out a bit. So a lot of it was like, let’s bring that energy back.  When it comes to the physical space, that’s an important piece that was built out,  that was a part of the process.  So we did lean into, this may not be the most, oftentimes we do things online or we connect with people remote, but there is something special when you get people and convince them to do  things in person, right?

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People always ask us, hey, you used to film 1 million cups. When are you going to do that again? Hey, can you record this? And those are things we’re working on. But at the same time, we want to encourage people to get down. And it’s so easy these days for someone to just pull up a computer and listen to the bench versus come down. that makes it more important for us to make sure we’re providing enough value when they do come down. But  I always like to tell people, launch a say.  The tagline I like to use is basically, it’s like the coffee shop for entrepreneurs. It’s a place you come in.

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stop by the water cooler,  talk to people over coffee, have a good combo, and then go about your day and go  to your meetings or whatever the case may be. that’s kind of underlying all the events that we do is that kind of thing in mind. Definitely. And so you’ve mentioned 1 million cups a couple of times  in this episode.  And I have a personal success story from 1 million cups, right? But for our audience and those that might not know, what exactly is that program and why does it exist there at launch? Yeah, so 1 million cups was started kind of

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in San Antonio, right when Launches A was started. It’s a coffin foundation program.  If you’re not familiar with coffin foundation, doing a quick search on coffin foundation entrepreneurship, they’re the ones that tell you the best place to start a business. They have all the entrepreneurship data. uh They’ve got a great team. And 1 Million Cups was started on their side just to get more in the weeds information of  all these different cities. So 1 Million Cups happens every Wednesday morning. And a majority of,  I’d say, second tier cities, some of the larger ones have it. uh

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There’s probably about 100 chapters that are running across actively right now. So basically the idea is two small business owners present pitch what they’re working on. And as a group, we lean into less, oh, let’s critique your pitch on how good or bad it is more. How can we be helpful? How we can support your business. And for us, kind of underlying it, it’s a little bit of a town hall. We get people that have been established in business, have never been to LaunchSafe before, and sometimes they come and they’re like, hey, do you do this? Do you do that? So it’s a great open space for us to just kind of talk to our

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customers, clients, so to speak,  and learn and do other things and  see what people are interested in. So that’s kind of what we’re doing there. Definitely, yeah. And that’s really cool. I think thinking back to my first experience at launch,  think for GiveKit, when we were building our company, it was at 1 million cups. I think that’s when we started consistently coming into launch. And then we pitched 1 million cups. Not one of our earliest customers just being there. But one of the things that was amazing,

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entrepreneurs as founders, you’re often struggling to not think like yourself, right? To look at things approaching, whether it’s your product, whether it’s things you want to do, to not think like yourself because your blind spots are your blind spots, right? And one of the  things that was amazing, at least for us at 1MillionCups, is people would ask questions that maybe we never even thought of, right? Didn’t even consider. And yeah, you know, we’re up there trying to answer a question that I have no idea, right?

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But what that did was help us think outside of our perspective of our business and think about areas that people care about, that people think about when we talk about what we’re doing. um And at the time, we were also trying to figure out how to clearly communicate what it is that we did and how we did that. And so 1Million Cups was,  and then through launch, was amazing for that. And that was kind of our entry into what LaunchSA is now.  And we do  various different things and  host different things there with you guys as well.

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But oh our business advisor is also now at launch, know, Crystal Darby,  which is amazing. So it’s just like all of these different resources, all of these different things for uh entrepreneurs and founders in different stages of their business right in one place,  which is pretty amazing.  And you guys are supported in part by the city of San Antonio, right? The economic development? uh Development department. Yeah, department.  Okay. And so what is that? Like, what is the benefit for them? Obviously like building businesses and things, but why do they do it? Yeah. So

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This has been a city program. is a city program. So they contract out this work to a uh local organization. Originally it was Lyft Fund,  a microloan company based here  in San Antonio. And  now most recently for the last couple of years, it’s Keekdom. this was an initiative started, uh a mayor initiative started 14 years ago now with basically the idea to be a one stop for small business.  ultimately we haven’t really gone far away from that with this focus of

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Let’s give small business owners a place to go that is a bit more broad than just here’s a department for  permits and licenses, health, et cetera.  Give them a place where they can kind of get broader answers to a lot of different things. And the city does a great job of pointing people, referring people when they’re reaching out about small business questions. they don’t necessarily have marketing experts or legal experts for small business. They have departments that uh support.

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those themes, but specifically for small business owners, know, they’re a large organization. They can’t tailor all their services towards small businesses. So that’s where we come in is  it allows us to be a bit more flexible, kind of be out more in the community a bit more and kind of understand what needs are looking for.  you know, what they want to see is, you know, a healthy space for people to come to, to get answers, to uh ultimately grow businesses. You know, that’s a lot of the metrics that they want to see is, you know, how

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How much is the impact in these programs and growing businesses be creating new opportunities? You know, and that’s a broad question to ask. But at the same time,  you know, I think there’s a lot of that’s where the success stories and the stories of working with the people that we have, you know, because  sometimes it’s that one question where it’s like someone that has the next big place, you know, they’re like, hey, I can’t get a hold of this office. I don’t know who to talk to.  And us being the liaison,  they get it solved and they open and they have, you know, that becomes a business that hires tons of people here in San Antonio. So.

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I think that what they want to do is kind of see us as the experts on the education piece and,  hey, focus on these themes and together we kind of create what launches. And I think that close partnership also kind of uniquely positions you guys to, for those folks that need to go through some Citi program or certification or permitting or something, kind of uniquely positions you guys to help founders through those very complicated, sometimes confusing processes.

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Like, I think there’s so many layers of support and resources that you guys are able to provide to founders. It’s amazing. Are initiatives like this a common thing? Like, I’m from Phoenix.  I’ve lived in a few other places. I’ve never  met and launched a city before, right? No, no, no. You often see it in a much smaller scale or sponsoring, you know, other entities that already exist.  That’s really the most interesting part because it is a city program, right?

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Geekdom has this partnership for a certain amount of time, but ultimately this is a city program that we’re the contractors on. So it’s very interesting because  they  are creating the model of what they want to see.  And for the longest time, at least I remember being around it, it was very unique. you didn’t see this in other cities. And it was one of those things you’re like, we need to hype this more up about San Antonio because this is awesome.  And you’ve seen other ones  come and go, but I think ultimately  it’s

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Because it’s such a broad thing  of covering entrepreneurship, it’s really hard  to get it right. So I think a lot of times, innovation or technology or all these things,  certain focuses take up time.  I appreciate the city crafting this space out because, as an entrepreneur that has taken advantage of these services, it knows tons of other people that have. It creates such a welcoming space for us to just connect with other people, feel like there’s a third place for us to connect with.

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meet other people that are on the journey. Definitely. And I think like even beyond just launching the physical space and all the programs and stuff, the message that that sends about San Antonio to entrepreneurs, right?  You’re literally the city  is providing all of these ways to support entrepreneurs, to grow businesses beyond just, you know,  a proclamation that we should have more businesses, right? And all these like things that governments often do that don’t necessarily lead to.

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trackable, tangible impact, right? And you see that in San Antonio, it’s easy to get integrated. You see  the government excited to help businesses grow and start. You see these resources like launch and so many other resources in the area. It really sends, you know, we can build here. We can do something here in San Antonio, which is really cool.  So all of the different companies that you guys have helped and  provided resources to, all the things that you’ve taught these companies, what do you think is the most important?

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piece of advice, if you can narrow it down and you have to narrow it down to one, what do you think is the most important piece of advice for a founder? I think it ultimately just gets down to priority and the challenges a lot of people come to us and saying, I want to be successful. If you’re early, tell me what success looks like. And that question is kind of a mirror reflection back to them is like, what do want to do? Is this a lifestyle business? Are you trying to make $100 million? That impacts. I think people get caught up with grabbing advice.

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you know, if you’re getting advice from someone that has helped startups exit an IPO and they tell, you know, business is just trying to be a lifestyle, hey, do this, do that. Well, it’s going to be mismatch. And it’s hard to know unless the founder comes to the table and said, this is what I want to prioritize. You know, and I think what happens is it’s like everything else. It gets overwhelming. So like, I got to do a little bit of everything. What do I prioritize? What I do? And you see a lot of business owners get stuck in like, what’s the next move? And honestly, it’s

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like everything else, it’s just action, knock on one thing at a time. But I would say that’s a common theme that you see almost at every stage, because eventually the business owner gets out of the business and they’re like, OK, what do I do with my time now that my team’s operating it, or I’m trying to open up another location? How do I be in two places at one time? So that’s where other entrepreneurs that have been on that journey, just to remind you of, oh, I’m not the only one dealing with this. We’ve started some programming here recently where we want to bring peer groups together, where it’s like,

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Hey, let’s go to different parts of town and bring business owners just to chat. Like there’s not a full program. It’s just like, Hey, how are we all doing? Like, you know, times are all over the place. And I think that that, you know, that goes a long way. It may not directly solve the answer or answer the question or bring money to the business, but sometimes a different perspectives help kind of rejuvenate or absolutely move you in the right direction. Definitely. Yeah. That’s really solid advice too, because, know, and that’s often the thing like entrepreneurs as founders, we kind of have to know what

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We want to like, where do we want to go? Where do we want to go with our companies? And you you mentioned, you know, do you want to exit? Do you want IPO and exit? Do you want to run a lifestyle business? I think a lot of entrepreneurs also have kind of this miss misalignment or miss misconception about what about a lifestyle business, right? That’s it. It’s OK. Like lifestyle businesses are great. It’s not a negative thing. It’s not because you felt short of an IPO or, you know, this global brand. And so.

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I think being aware of that and helping guide entrepreneurs to figure out what it is that they want to do and then figure out how you can accomplish that through your resources  is really cool. um And so you guys are located in downtown at the central library, right? You have offices there.  And so  is that kind of why, you you attract a lot of people to your space. It’s an amazing space downtown, but then you just mentioned you’re doing other things kind of in other parts of the city.

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um Is that like drive to make it little more accessible to  accommodate schedules or like what’s that? Yeah, so, you know, I think that’s driven by exactly what you said, accessibility.  It’s something that we started doing  as we were going through the relaunch of realizing, you know, hey, we really want to get out there and attract people and  let them know what our brand is all about. But also at the same time, meet them where they’re at. know,  business owners sometimes are going nine to nine every day and  for them to come downtown if they’re on the north side, you know.

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for an event, it’s hard, but if it’s, hey, let me pop in for lunch, sometimes it’s a lot easier.  So we’ve done some events at different libraries across the city, which has been a really cool opportunity to partner with the library on.  We’ve got this peer group that we’re working on here,  piloting as well, but we wanna start kind of doing these like half-day resource  events and  ultimately just kind of bringing launch, I say on the road of sorts in different areas of town.  I think that there’s, again, the more people we partner with and let them know we exist to reach out to, the more

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they tell their friends and  other business owners find out about it. our kind of goals to make sure at least everyone knows about it since it’s up to them where they reach out to us  for help or not. But you know, that’s kind of the goal. Okay, awesome. And then just before we kind of wrap up, what’s next? What’s the next big theme for launch? Yeah, so this is a year three of oh our contract  in about a year and a half since we formally relaunched our space and our brand and everything. So  the team includes uh

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know, pretty much everybody working in two different aspects. One is really doubling down on that assistance. We have multiple advisors now, so that allows us to be more  flexible on how frequently we can meet with, how we can schedule. So we want to ramp that up.  But also at the same time, like I said, another half focusing on outreach. You know, we want to be in two places at one time, which is kind of hard.  But at the same time, I think we have the team and excited to work with them every day to kind of make that happen because that’s,  you know, I think it’s really powerful that you can.

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come in like normal to the library and we have stuff going on, but also these notes across the city because,  you know, I think the cool part about LaunchSA has always been, well, it’s a team of us. It’s actually the team of people that give back, the volunteers, the collaborators that make it possible, right? You know, there’s pretty much anybody that has gone through Launch and has been supported by us, you yourself included if we’re like, hey, can you talk about this? Or  we have someone that’s interested in talking about that. We rarely get a no, you know, which is really exciting. So for us to continue to build that.

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relationship across the city is kind of our focus. So  it’s a lot of fun. Yeah, that’s so amazing. And where can people learn a little bit more about Launch and how they can get involved  with either resources for themselves or providing resources or connections for others? Yeah, so I’m always happy to connect with people, know, entrepreneurs at all stages. My email is just matthew at launchSA.org.  But launchSA.org has all of our information and our events.  We’ve got some cool tools like LaunchSA Link, which is a listing of all those partners we work with and some other resources as well.  But yeah. uh

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I always encourage people to stop by. We’re open 9 to 5, Monday through Friday at the library, and that’s the best way to connect with us.  Awesome. Well, thank you so much for coming on the show, Matt. It was great chatting and learning a little bit more about LaunchSA and your future plans. Absolutely. Thanks so much, Zach.