Niche with Numbers: Read about Rosa Arreaga-Negron & Armao en Español in LIBN

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Rosa-Negron-620x330-croppedTo grow its client base, a Garden City accounting firm has decided to target a growing market segment.

In June, Armao rolled out “Armao en Español,” a suite of services targeted to business owners and consumers who feel more comfortable discussing their finances and taxes in their native tongue.

The accounting firm looked at the numbers: Long Island’s Hispanic population swelled by 56 percent from 2000 to 2010, according to U.S. Census data, and the number of Hispanic-owned businesses is also on the rise. And with three members of its team fluent in Spanish – including Rosa Arreaga-Negron, partner in charge of Armao en Español – the accounting firm felt it was well-positioned to serve the market.

“I found myself speaking to people who work in various entities who, though they are fluent in English, prefer to speak in Spanish when dealing with financial information,” said Arreaga-Negron, a certified public accountant, who emigrated from Ecuador at age 16. “Dealing with an accountant can be stressful; people don’t like to talk about money. Speaking in their native language gives them a comfort level that can help them overcome some of the apprehension.”

All of Armao’s services – which include accounting, auditing, tax preparation services, forensic accounting and litigation support – are offered in Spanish. The firm added an “Armao en Español” page to its website and, leading up to next tax season, plans to advertise in Spanish-speaking publications.

But mostly, the firm will communicate the message via word of mouth. In addition to reaching out through their personal networks, Arreaga-Negron and her team have become involved with the Long Island Hispanic Chamber of Commerce and are looking to “network with people with connections with Spanish-speaking business owners,” including lawyers, bankers and other professionals, she said. 

By Bernadette Starzee ~ July 30, 2014