Local Entrepreneurs Conversations with Successful Entrepreneurs

Gerardo Lemus – Jalisco Endeavors

Growing up in Jalisco, Mexico, at eight years old Gerardo was introduced to baking. He worked in his family bakery and made ten pesos per week (about $.80) which was good money for a child back then.

As Gerardo grew older, in the late 70s, he decided to open his own bakery in Jalisco. He wanted more than just working for somebody else; he wanted to be able to get ahead and grow his business. However, his two older sons didn’t like the baking business, so he had to close it.

He then went into the business of making tostadas (similar to crisp, fried corn tortillas), something his sons would enjoy. They ground their corn, mixed the dough, cooked the dough, formed the dough into tortillas, fried the tortillas to a golden brown, and put final product in a bag. He later gave this business to his sons and it continues to be profitable to this day.

Funding a new Bakery
As Gerardo traveled in and out of the United States on a visa, he wanted to open another bakery. He was later approached by a man he didn’t know but who knew Gerardo’s mother-in-law. He asked Gerardo how much he needed to start the business he had in mind. Gerardo told him $25,000. The stranger said, “Okay, here’s a check for $10,000. I’ll loan it to you.” Gerardo asked what the conditions would be. The man said there were no conditions, and that Gerardo could pay him back whenever he could afford it.

Skillful Success
With little space, one oven (which still works well today), and a stranger’s check, Gerardo, a legal United States citizen, opened up his bakery, Bakery Lemus, about six years ago on English Avenue. His business took off so quickly that he did not need the other $15,000. The bakery was debt-free within a year.

He began with a very basic product line of pan (bread). He advertised on local radio and offered customers three items per dollar. Customers loved his pan and the word of mouth spread rapidly. With his success, Gerardo grew his product line, increased revenue, and for the past three years has paid nothing for any advertising.

–

Gerardo offers an excellent selection of what we would call pastries and a variety of breads. The techniques he and his employees use to make their product are fascinating and you can check them out here: video. Bakery Lemus, Part Three is a must see!

I asked Gerardo what his one piece of advice was for other entrepreneurs:

Gerardo’s smart business tactics have led his bakery to an incredible success. Again, be sure to check out how he and his employees make one of their breads in Bakery Lemus, Part Three.

I want to give a shout-out to my father for translating this interview for me!