Digna Cueto knew exactly what she was leaving behind: two decades of corporate retail success, executive positions at well-known fashion brands, and the security of an established career. What she didn’t know was how her bold decision to strike out as a small business owner and open an ATAX tax preparation franchise in Woodside, NY, in 2018 would transform not just her professional trajectory but her community.
Like many new business owners, Cueto struggled to not only find clients but also to manage her time — and she knew her financial planning needed fine-tuning as well. What she didn’t know was where to turn for that support. When Cueto attended a Chase for Business event led by Senior Business Consultant Franco Riofrio, she immediately recognized how it the program could would benefit her business. “I knew that I needed to be in that program,” she said.
The complimentary program connects business owners with Chase Senior Business Consultants, whose primary focus is to mentoring small business owners. To qualify for the coaching program, owners must have operated for at least two years and generate minimum annual sales of $100,000 — importantly, it’s open to entrepreneurs whether they are Chase customers or not. “We want to work with businesses that have proven their concept and are in phases of growth,” explains Franco. “Our goal is to help them scale and achieve their goals.”
Once enrolled in the program, business owners work closely with consultants on a deep dive into operational management, optimizing their technology, increasing efficiency, and getting a handle on all of their resources.
Cash flow management takes center stage next. “Cash flow needs to be managed and forecasted,” said Franco, who helps businesses understand payment terms, optimize reserves, and prepare for growth expenses. Consultants then guide entrepreneurs through various capital access options, from traditional lending to alternative funding sources — like Community Development Financial Institutions — and grants they might not know exist.
The focus then typically shifts to business development. At this point, consultants create customized growth strategies and assist with several undertakings – from applying for certifications to developing marketing plans.
Finally, and what Franco said sets this program apart is the creation of a trusted network of advisors. Franco and his fellow consultants leverage Chase’s professional network to connect business owners with other qualified subject matter experts who can support their long-term growth, including CPAs and financial advisors.
Throughout the four-month engagement, owners receive up to 10 one-on-one consultation sessions, along with custom workbooks and practical exercises designed to create actionable growth strategies.
The program’s integration with Chase’s full suite of financial solutions ensures businesses have access to the tools and resources they need. Senior Business Consultants also host networking events, allowing Coaching for Impact program participants to meet each other, share successful strategies, and, often, find ways to work together.
Coaching for Impact helped Cueto implement two key changes to her business. First, she established processes that streamlined daily operations. “We developed clear processes like setting up a weekly review system for tasks and client communications,” she said. “This allowed me to operate more efficiently and focus on higher-value tasks, like strategy and client engagement, rather than getting bogged down in administrative work.”
Next, Franco guided her through industry-specific tools and helped set SMART goals— Specific, Measurable, Achievable, Relevant, and Time-bound—for growth like implementing digital marketing tools to optimize her website and increase website traffic. As a result, Cueto could step back and see the bigger picture of where her business was heading.
This shift in mindset proved crucial when she needed to prepare for her Enrolled Agent certification exams that would allow her to handle taxes for individuals as well as businesses. Because she had developed a strong team and efficient processes, she could step away from daily operations to focus on this strategic priority.
While Cueto is proud that the ATAX Woodside office operates with three full-time staff members and more than doubles its staff during tax season, her proudest achievement transcends these numbers. Her tax school program, which trains tax preparers in both English and Spanish, has transformed her business beyond a local employer into a catalyst for community change. Students travel from as far as Connecticut and Pennsylvania to attend classes, and hundreds of graduates have launched careers thanks to the program.
In other words, under Cueto’s leadership, ATAX Woodside isn’t just preparing tax returns — it’s preparing her neighbors for family-sustaining careers, particularly in the Latino community. “That has turned into my greatest passion,” she said.
Looking ahead, Cueto plans to expand to multiple offices and explore other business ventures. The tools and confidence she gained through Coaching for Impact have shown her these goals are within reach and success isn’t just about managing day-to-day operations – it’s about building systems that allow her to step away and plan for growth, while maintaining quality service. It’s the key to what all business owners are striving for: scale.
“Sometimes we get so caught up in working in our business that we forget to work on our business,” said Cueto. The transformation hasn’t always been easy, but it’s been worth it. She’s now running a business that not only serves clients but also uplifts the community. As her coach, Franco, says, it’s not just about business success – it’s about being an influence in the community where you operate. That’s the true measure of success.
For Franco, the program’s impact goes beyond numbers and strategies. “I have nothing but respect for the creative mind of a business owner,” he said. “Anybody that has the guts to come up with an idea, a concept, a service, and to simply say, ‘I’m going to make it happen’ – I respect that. It’s a joy to watch these businesses succeed and be a part of that story.”
For more information, visit chase.com/coachingforimpact.
The above information is for discussion purposes only. Participation in the Coaching for Impact Program is subject to availability. You should carefully consider your needs and objectives before making any decisions and consult the appropriate professional(s).
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