Exemplifying the American Dream

Shortly after the tragedy of 9/11, Sonia Clayton created a new type of information technology consulting firm as an alternative for companies needing IT help. She reached out to friends and colleagues who had been laid off as a result of the economic downturn following 9/11, and her first wave of consultants began offering high-quality IT support at affordable prices through Clayton's company, Virtual Intelligence Partners, or VIP.

Clayton and VIP have won numerous awards, including recognition from the White House. Raised in Venezuela, Clayton immigrated to the United States in 1984. She has more than 20 years of experience in human resources – starting out in the airline industry - and information systems management, ERP (Enterprise Resource Planning) systems, training and e-learning platforms. She has visited and conducted business in more than 40 countries and speaks four languages. Clayton is a co-author of the book “Corporate Bold,” a multi-year project that is a New York Times best seller.

Womenetics: You've described your company – VIP -- as the "Wal-Mart" of the IT
Sonia Clayton: To cope with tough economic times and during the economic slumps most common during the last four years, we had to hatch a game plan that made VIP similar to the most successful retailer on the planet. That would be the same vision that Mr. Sam Walton created. Much of our success will ultimately depend on our market strategy and ability to overcome logistical hurdles, maintaining our technical knowledge and tools, maintaining excellence in personnel selection, while maintaining competitive pricing for our customers. How we position ourselves with our customers is very important and that has to do with delivery and performance excellence, high levels of customer satisfaction and always having the lowest prices.

Womenetics: With a business administration degree and a background in human resources, how did you discover an interest in information technology?
Clayton: A lot of people ask this question. Actually, I learned technology through my husband, Kirk, who I put through school myself. Kirk has a computer science degree from Weber State University. As he went through his college semesters, he would leave books behind that I would love to read at night or in my spare time. And when I gained access to the Internet I became totally fascinated with technology.

Then during my years at Continental Airlines Corporate Security and HR, I got involved in the creation of general-purpose database management systems (DBMS), and I was a liaison between end-users and configuration experts. I understood the technical business processes, and I was effective at communicating the vision to the final users.

Toward the late 1990s, I became acquainted with the world of ERP (Enterprise Resource Planning) Systems. I was actually hired by an English ERP Training Corporation called DACG AG. They needed someone who would launch their ambitious Latin American expansion program. At that point, I entered the world of SAP (a business management software) and eventually became SAP HR Certified. In 2000, I transitioned through another consulting firm (RWD Technologies), and two weeks after 9/11 I ventured out on my own (to create VIP) after many of my employees and colleagues were left without work due to the economic downturn that followed the catastrophic events of 9/11.

Womenetics: How did that interest motivate you to start VIP? What was your strongest motivation?
Clayton: My inspiration and motivation has always been my employees. I love and care about people. Many of them have followed my entire career from the airline industry all the way to VIP. They always made me look good, and they have helped me succeed. I have always been inspired by them --- by their hard work, their ideas, their creativity, their loyalty and their desire to grow and succeed. Most of us are Latinos who wanted to contribute to America by making this country a better place to work and a better place to live. So, I drew on my years of direct sales experience to get the company off the ground. Knowing the importance of motivated and happy team members, I called them "consultants," and from our first day in business treated them with dignity and respect.

During the recession that followed 9/11, we were full of pride and determination. We wanted to create jobs in America for Americans, and we did so.

Womenetics: As a new small business owner, how did you decide what services to offer your clients?
Clayton: We went through a period of trial and error, and then we defined our line of business. However, we have reinvented ourselves many times, and we are still doing that. As technologies emerge, change, mutate and merge with other technologies, we have to reinvent ourselves and our service offerings, while maintaining a global focus. Technology is most challenging in this way. Most of the time our clients point out the new horizon, and we treasure their advice and often follow their new routes. Hence, our clients and customers have become our partners, and we have become their trusted advisors.

Womenetics: How did you begin branching out to other areas of the country and internationally?
Clayton: We first obtained partnership representation in several cities in the U.S. We then followed a couple of large corporations internationally. They were providing work for VIP, so we went to Europe under their invitation. Then we merged with NGI Services, our Latin American subsidiary. They had established themselves in many countries in Latin America, and we now cover the entire region.

Womenetics: If you could change one thing about the way you've built your business or structured it along the way, what would it be? Why?
Clayton: I would be more aggressive about using investors. We grew up organically, and we created and supported VIP with personal funds. As the company grew up, we re-invested into the organization, but when the company acquired a multi-million dollar profile, it became much more challenging to sustain a healthy cash-flow process. By now, we are most comfortable handling large projects, but during the growing years, they were much more difficult to handle.

Womenetics: What advice would you give women wanting to start a business but who have little financing?
Clayton:

• Know what type of business to start during a recession
• Put together your business plan, and put it in writing
• Define your small business ideas and strategies
• Create differentiators. Don’t be a copy-cat; be a trendsetter
• Be willing to work very hard. A true entrepreneur works 20 hour days and most weekends
• Be willing to wear many hats
• Manage and control expenses
• Grow organically

Womenetics: What is the next step for VIP? Any plans to sell the company? Clayton: We are not planning on selling the company. We have done very well independently, and we are considering investors. We hope to be public some day, and we understand the implications of this new venture. We are currently reorganizing the company to take it to a new level.

Womenetics: You've won several awards for your work with VIP. What award has meant the most to you, and why? Clayton: The Hispanic Entrepreneur of the Year of 2007. This was very significant to me because in 2006 I was diagnosed with breast cancer, and I went through a very difficult year, personally and emotionally.

Also, it was an award that recognized a Latino woman in business. I am proud to be a Latino woman in business and in technology because I believe that I am an icon of the “American Dream.” Twenty-seven years ago, I came to America alone and unable to speak English and with $50 in my pocket. It was America’s exceptionalism and unique capitalistic ideology that allowed me to achieve that dream.

I was nominated by my employees. I was shocked and most grateful. I am not in remission yet, but I hope to get there soon.