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Thursday, Mar 28, 2024

Former TV Exec Keeps Projects in Pipeline

Marisol Acosta Montoya never intended to enter the sewer industry. She had a cushy career in television advertising sales for over 20 years, including 15 years at NBCUniversal. But after her father Alonso Acosta Sr. — an immigrant from Tijuana with a second-grade education who had started Acosta and Sons Sewer Contractors in 1971 — passed away from brain cancer in 2017, Montoya took over the business with husband Bernardo Montoya and brother Alonso Acosta Jr. “My mom was the one who said, ‘We’re not closing shop, you’re going to take this over,’” Montoya said. “‘If your dad — with no education, no English — could run it, why can’t you?’”

How did your father run Acosta? 

He was an immigrant who wanted to succeed. The original company was owned by another gentleman and my father took it over and pursued his dream of owning his own business. My dad had a basic formula: Anytime he got a call, he went. He could get the job done efficiently and cost-effective. He never said no to an opportunity. He was very frugal and a hard worker. He was hands-on with the company. He refused to retire. 

What were the challenges of taking over the business? 

I was at NBCUniversal for 15 years, in media for 20 years. So, selling and business management is what you do all day. In terms of the books, I was trying to help my mom and brother. I thought I was going to sell the company. I had no interest in the company. But my mom (insisted). My husband had the expertise. He had CSLB (Contractors State License Board) experience excavating and grading. He was a member of Local 12 Union of Operating Engineers. I come from a very different world. He has his strengths, I have mine. All of the selling and internal operations is my part. He’s all outside, operation and mechanics. He does all the field work. One of our workers, our superintendent, said, “We can do this.” My dad didn’t have a computer. Everything was in his brain. My brother was trying to make it work, finishing up old projects.It went well and we finished it. I started managing the phone calls (to generate more business). Construction is a lot like sales, it’s just a different product. 

Do you like being your own boss?   

We’re still growing. We’re still trying to establish our footprint. We’re independent. Working in the media, it was comfortable, and it paid well but it can be very unforgiving. You don’t have a quality life; you’re constantly busy and stressed. Now, you control your own world. Everything you do is for your business. I still support my mom. 

What’s the best aspect of running your own business? 

We’re still a very small fish in a very huge pond. People are getting to know us. They’re going to see you for five seconds and you have to know all the right verbiage in terms of bidding on larger projects.

And the worst? 

Taking work home. We’re both workaholics and we don’t stop. Our conversations are all work. We have a strong 15-year marriage, but we want to protect that. 

What’s the biggest challenge your business has faced? 

Payroll. You start working and have more than one family to feed. And finishing a job in our timeline. Keeping a pipeline (of projects) flowing is also the biggest challenge. 

What’s your most popular service? 

What’s really been our number one growth is that there’s a housing shortage in Los Angeles and the ADUs (accessory dwelling units) are coming. Everyone is developing and adding onto their homes. It’s a natural progression that they need their pipes redone or need a connection. You can’t have a house without a working toilet.  

Has your Hispanic culture had any influence on your business? 

I’m very Latina. My father was always a hard worker. I inherited that. Coming from a first-generation Hispanic family has taught me to always work hard and keep family first, as my dad did. That is my daily motivation.

How has the pandemic affected

 your business? 

It was scary. There’s no textbook. For the first two months of the pandemic, we didn’t know what to do. There’s nothing coming in. We’re frozen. Finally, because we do utility lines and sanitation, we were essential workers. It was basically a scary two months. We were considering a brick-and-mortar office but changed tracks. With people working remotely, now that’s all changed, everyone works from home.

What advice would you give someone who wanted to start their own business? 

To work within your means and not give up. Once you do it, you’re not going to look back.  

Michael Aushenker
Michael Aushenker
A graduate of Cornell University, Michael covers commercial real estate for the San Fernando Valley Business Journal. Prior to the Business Journal, Michael covered the community and entertainment beats as a staff writer for various newspapers, including the Jewish Journal of Greater Los Angeles, The Palisadian-Post, The Argonaut and Acorn Newspapers. He has also freelanced for the Santa Barbara Independent, VC Reporter, Malibu Times and Los Feliz Ledger.

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