Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Hugo Martinez, Founder of Picadas, located in Monterrey, Nuevo Leon, Mexico.

What's your business, and who are your customers?

Picadas is a hard agua fresca made with real fruit and authentic Mexican flavors. Our customers are everyone who's over 21yrs old.

Tell us about yourself

I was born and raised in Monterrey, Mexico, in a very entrepreneurial ecosystem; my dad and grandfather are both entrepreneurs. My first business was Acapella, one of Mexico's most popular DTC apparel brands. As an entrepreneur and marketing enthusiast, I feel like I'm naturally always on the lookout for new opportunities in the market. When I left my country to pursue an MBA at Stanford, I realized that the American ready-to-drink beverages just didn't have the same flavors that we drink in Mexico. I immediately saw an opportunity that only a hard agua fresca could fill and started working on Picadas. My biggest motivation is building brands and products that can make people's lives more enjoyable.

What's your biggest accomplishment as a business owner?

Building a team of rockstars that can do really amazing things. Like launching a hard agua fresca brand in Mexico and growing to 16 states in less than a year and then launching the USA with HEB as a retail partner.

What's one of the hardest things that comes with being a business owner?

It's ironic that success is always highlighted in business, but entrepreneurship actually feels like you're only succeeding 5% of the time because it's a constant struggle. Fundraising is tough, designing a product is tough, producing is tough, convincing distributors is tough, selling is tough, marketing is tough, building teams is tough, and managing people is tough. Literally, everything about entrepreneurship is tough, and we problem-solve 24/7. Managing all of that without having expertise in any area is the hardest thing about being a business owner.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Build a company that solves a clear problem for a specific niche.
  2. Think long-term.
  3. Start TODAY. Don't wait to be ready because you'll never be ready.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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