Newspaper article The Florida Times Union

Working on the First Coast; Connecting Jacksonville to a World of Commerce Native of Venezuela Helps Companies with Language, Culture to Move Their Products

Newspaper article The Florida Times Union

Working on the First Coast; Connecting Jacksonville to a World of Commerce Native of Venezuela Helps Companies with Language, Culture to Move Their Products

Article excerpt

Byline: Drew Dixon

Venezuela native William Guillermo Mora's passion is connecting Jacksonville's business community to the rest of the world.

His business, GM Consulting-Gamma Brands on Jacksonville's Southside, specializes in developing business plans for companies - primarily American heavy industrial and manufacturing firms - that want to enter foreign markets, as well as helping foreign businesses enter the U.S.

Mora has about a half dozen main clients as well as others he consults with on a contract basis. With about a half dozen employees, Gamma Brands pulled in about $4.71 million in 2012 annual revenues.

The 63-year-old Mora moved to the United States in 1998 and said he found Jacksonville a perfect fit for his interests and business. He's one of the founding members and current president of the Hispanic Chamber of Commerce of North Florida.

Despite all his experience in commerce and international trade, Mora said he still gets his biggest thrill from interacting one-on-one with clients.

What would be your prototypical customer? Are these people going abroad for the first time, really, and don't understand foreign culture?

Yes, when you export, you have to understand the culture of the country you want to place your product. The product needs to be adapted to the region not only in packaging, but in terms of advertising and also putting the right plan together for that.

How difficult of a job is this and how gratifying is it?

It's very gratifying now. In the beginning it was hard. ... I was just trying to get into markets but I had the language and that helped.

What's that like working with clients who want to go into a new country?

Whenever you go into a foreign country, first of all you have to know the language. With the language comes the culture. Sometimes greetings are different and we have to pay attention to that. Sometimes you have to ask about business culture and how to do business [in another country]. …

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