Vitaliy Afichuk

Home construction and building materials store

Arrived in 1990 without English or money. Within six months, he was managing Mexican crews doing siding. Later bought out the business from his boss who had gambled it away in casinos. Survived the 2008 crisis by investing personal money to protect his reputation with banks.

I worked 25 years with no advertising, just word of mouth. Now I realize — I should have started marketing much sooner.