About a decade ago, Helen Masamori managed a business that employed more than 70 people. Her husband encouraged her to start her own venture, offering her initial financial support. They decided that entering the insurance industry made the most sense because, as Helen puts it, “Everyone needs insurance, right?” 

Despite having financial support when she started her business, Helen faced several initial challenges. Unaware that she needed a separate business license in addition to her insurance license, she was caught off guard when an official visited her office requesting it. While scrambling to get her paperwork in order, she connected with a program director at the local Small Business Development Center. This connection eventually led her to become the co-president of the Alum Rock Business Association, a role she greatly enjoys.

Helen's primary motivator is her passion for helping others, which she fulfills through her insurance business and her role in the business association. As a community leader, she is dedicated to ensuring everyone has access to business development resources. "I know every single business, and everybody knows me," she says. "We'll walk there and say, ‘Hey, this is coming up. If you need any assistance, I can help you with the application.’ We give them access to all this [information] and all the resources" The business development center also offers free workshops in various languages to support local business owners.

During her time mentoring local business owners in San José, Helen has observed a common issue: a lack of opportunities for initial capital investments, particularly from financial institutions and for entrepreneurs who are undocumented. To address this, Helen and the business association have started leveraging loans from Kiva, a crowdfunding loan platform. Another significant setback for San José business owners is the high cost of living. “A lot of business owners have their own business here, but they live in a different area because they cannot afford to live here,” Helen explains. “[One of my employees] lives in Los Banos, and she cannot afford to live here. She drives an hour and a half each day to come here.” (The median gross rent in San José is around $2,500 compared to $1,400 in Los Banos, according to American Community Survey 2022 five-year data.)

The high cost of living has pushed various cultural communities out of the region, an issue Helen hopes to combat with the development of a cultural district in her area. “We have a project coming up now,” she says. “We are going to clean up the Alum Rock corridor. We are going to put lights up, paint the electrical boxes, and put up pole banners with all different cultures — Portuguese, Mexican, Vietnamese, and all different cultures.” 

Based on the latest available data from 2017, the average revenue for a business in San José was $2.92 million. The revenue of white-owned firms averaged nearly $4 million, while Black-owned firms averaged $1.25 million and Latinx-owned firms averaged $1.02 million. Inflation and the rising cost of raw materials are making profitability increasingly harder for Bay Area businesses. These increased expenses, coupled with disparities in revenue, disproportionately impact entrepreneurs of color and their ability to keep their businesses in the region long-term. 

Overall, Helen believes that San Jose is a great place to launch a business, citing its diverse array of opportunities for entrepreneurs from various cultural backgrounds. She highlights key partnerships with organizations like the Mexican Heritage Plaza, the Portuguese Community Center, and supporters within the City of San Jose who are dedicated to fostering a more inclusive and equitable business environment in the region.

Learn More: Explore local data on business revenue — and explore what policy strategies you can support to improve opportunities and resources for entrepreneurs in your community.

Photos: Felix Uribe