Ben could hardly wait to set up his own business after years of working for a large company. Knowing the demographics of his market area, Ben wanted to market to the large Latino population there. So, he looked up the key words in Spanish and created a beautifully designed website and colorful, eye-catching signage to attract new business from the surrounding Spanish-speaking communities.Then Ben decided to hire his former co-worker Carlos — who grew up in a bilingual home — to work with potential customers who felt more comfortable doing business in Spanish. The catchy bilingual sign Ben came up
