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Learning to tell my story to make a sale

Caja Holdings LLC, Carolina Aponte

Title / Role: CEO|Accountant|Author
Location: Indian Trail, North Carolina
Formed in: 2012
What do you do?

Caja Holdings, LLC is a leader in outsourcing accounting, bookkeeping, and fractional CFO services field in the Charlotte area. Since its inception, we have been providing a la carte bookkeeping solutions to new small businesses and solopreneurs. Anything from banking reconciliation to accounts payable, accounts receivable, payroll, and QuickBooks setup.

What inspired you to start your business?

After working in accounting management for over 20 years, I found myself without a job and with few prospects of getting a fair salary for my level of expertise. I then decided to create my own job to help many businesses achieve success with our support.

What's special about your business?

Our team has over 25 years of accounting and management skills in various industries with an in-depth understanding of business operations, which sets us apart.  Through technology and tested accounting operational checks and balances, we can provide our clients with the solutions and implementations they need when it comes to accounting.

What have been the high and low points of being a business owner?

As a business owner, you have full control of everything, including your income, expenses, and debt. You make all critical decisions and you get to decide when and where you work. That has been one of the best aspects of being a business owner, as I have been able to be present and available to my daughters throughout their school years. The low points have been related to the stress of employee management and having to let go of inefficient employees.

What is your relationship with SCORE? SCORE client What influenced you to seek help from SCORE?

I searched for free business advice as I was starting out without knowing anyone in town.

How SCORE helped.

Alejandro helped me identify what the sales process needed to be to get my first clients, how to tell my story to get prospects interested in doing business with me and how to be confident in my offerings.

What's great about my mentor?

The mentoring provided by Mr. Donoso made such a positive impact on my business that I was able to secure clients within a couple of weeks. I have used the advice for the last 10 years and it never fails, telling my story always gets me to close a deal!

What advice would you give to someone thinking of starting a small business?

Seek advice, get a mentor, and do not be afraid to admit you don't know something.

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1165 Herndon Parkway, Suite 100
Herndon, VA 20170
(704) 344-6576

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