Libis Bueno says his wife thinks he gets too involved with his clients. But the CEO of Worcester, Mass.-based managed services provider Domitek believes that’s what differentiates his eight-man shop from his competitors, and it’s helping his company continue to grow.

"I think it's important to make that connection" with clients, he said.

Domitek does most of its business outside Worcester, New England’s second largest city, located 40 miles west of the largest - Boston. However, Bueno, who founded the company 14 years ago, said Domitek is finally starting to pick up more business inside Worcester, thanks, in part, to outreach he’s doing in the community.

Worcester is changing, according to Bueno. He said that when he set up shop, the one-time manufacturing center was a difficult place to break into, because of cliques created by older businesses. However, according to Bueno, the city's businesses, economy and population [of more than 180,000] have shifted, allowing "a new generation of entrepreneurs" to launch and grow their own businesses.

For him, this means the city is blooming with business opportunities that were not there before. And although Bueno admits he has never been a good salesman, he has found community outreach as a way to take advantage of that opportunity.

One way Domitek is eyeing new business via outreach is through Bueno's work with an emerging group, The Latin American Business Organization (LABO), which he described as "a Latino chamber of commerce," aimed at helping business owners in the Hispanic community better understand the laws, regulations and best practices around business ownership.

Bueno said that the organization will help members with their operations and recommend best business practices, including IT, which Bueno himself will provide.

Bueno said he provides best-practice workshops for social media, email, backup and security for LABO members. That training also introduces him and Domitek to new business owners, possibly opening the door to more opportunities.
"I want to be the forerunner," he said, "and my advantage on that end is that the trust factor is already there, I am Hispanic."

Sharyn T. Williams, senior director of marketing and communications for the Worcester Regional Chamber of Commerce, says the chamber has called on Bueno on several occasions to assist Latino business owners.

“Having someone who can communicate in the language really helps,” she said, adding that Bueno has volunteered much of his time helping the chamber with multiple programs. Williams said Bueno is also a big resource for students and new business owners “because he is able to understand as someone who has been there.”