"Love and embrace your authentic self" with Maria Rios
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Maria Rios is an El Salvador-born entrepreneur who is President and CEO of Nation Waste, Inc., one of the country’s leading trash disposal services. She is an active member of the National Women’s Business Council (NWBC), an independent federal advisory committee established to provide advice and policy recommendations to the U.S. President, Congress, and the Small Business Administration (SBA) on issues related to women’s business enterprise.
Can you tell our readers about your background?
I was born in El Salvador and emigrated to the U.S. in the 80s to escape civil strife. Today, I am proud to be an American citizen pursuing the American dream.
What inspired you to start your business?
I have always wanted to be my own boss, and I fell in love with the waste management industry. Trash is my treasure!
Where is your business based?
Houston.
How did you start your business? What were the first steps you took?
The very first step was to present the business plan that I had meticulously produced over the last two years of college at the University of Houston. Fortunately, the plan had been blessed initially by a couple of professors. Additionally, I was fortunate that I had built a solid relationship with a banker.
What has been the most effective way of raising awareness for your business?
I hang on to one phrase…It’s what you and who you know AND it’s what they know about you right now. With that in mind, I have prioritized networking and civic engagement in our portfolio of growth. We are active on social, which has been a true blessing that has yielded remarkable speaking opportunities around the world. We consider ourselves lucky for these opportunities, and we do not take them for granted. We leverage these platforms to empower other women entrepreneurs and young women. I help women in similar business situations via my work on the National Women’s Business Council (NWBC), the only independent federal advisory committee for the approximately 13 million women-owned businesses in America.
What have been your biggest challenges and how did you overcome them?
My biggest challenge was not being taken seriously as a woman and Latina business owner in a male-dominated industry. It was a stiff challenge that I have been presenting for two decades. How do I overcome this challenge? It comes down to a simple mantra. Believe in yourself. I do. I believe in my capabilities, vision and leadership to run one of the most successful waste management companies in the U.S.
How do you stay focused?
I am a disciplinarian and a creature of habit and rhythm. Not only has this saved me in business, it has saved me during COVID-19. Although much has been disrupted which is unimaginable, my cadence has not. I wake up at the same time, I pray, I call my mom twice a day, and I charge into work for a long and productive day. These days, as an essential business, the days are especially long and taxing. However, I wouldn’t have it any other way. It is an honor to be an essential business during this time. We will get through together.
How do you differentiate your business from the competition?
Today, it is differentiated through integration of the latest technology plus the addition of our newest division, Nation Safety Net, which is revolutionizing the safety industry through AI and a Watson IoT through a strategic partnership with IBM.
What has been your most effective marketing strategy to grow your business?
Procurement opportunities with Corporate America, the city of Houston, the state of Texas and the federal government.
What's your best piece of advice for aspiring and new entrepreneurs?
Love and embrace your authentic self.
What's your favorite app, blog, and book? Why?
Stanford Social Innovation Review- It discusses social impact and AI.
HBR- I love its material on cutting-edge management and agility.
“Built to Last” -Jim Collins and Jerry Porras- It’s about needing endurance and stamina to be a successful business builder.
What's your favorite business tool or resource? Why?
Academia and continuing education (I cannot get enough, and I will always make the time even when time is remarkably limited).
I have graduated from executive education programs at both Stanford Graduate School of Business (Stanford Latino Entrepreneurship Initiative Education-Scaling Program) and Dartmouth Tuck scaling program for scaling women-owned businesses.
Who is your business role model? Why?
Sheryl Sandberg, because she is not only world-renowned for her intellect, but also her passion to empower women with her Lean In movement
How do you balance work and life?
I pray constantly and the prayers are specific.
I talk to mom twice a day for grounding and to never forgot my roots.
Most importantly, I stick to my schedule and always prioritize (what are the top 5 things that I must accomplish today. I won’t stop until these top daily goals are achieved).
What’s your favorite way to decompress?
Having tea with mom.
What do you have planned for the next six months?
It is hard to plan during the pandemic. The plan is to stay fiercely focused, agile and empathetic.
How can our readers connect with you?