This Miami startup helps small firms avoid HR nightmares - and won FIU third place
To many companies, dealing with human resources issues can be a headache. Along with issues such as creating a fair workplace environment and heading off potential lawsuits come the unusual issues of the COVID-19 crisis, such as physical arrangements once workers return to the office.
From her 15 years of experience as a human resources consultant, Alexandra Torres Rodriguez knows a badly organized HR department can limit a company’s growth. That’s why she decided to build HR Butterfly Effect, a consultancy to help small and mid-size businesses to expand and “metamorphize” through human resources strategies.
Her year-old business came in third in the Miami Herald Startup Pitch Competition’s track for students, alumni and faculty of Florida International University, where she earned a master’s degree in Human Resource Management in 2013.
“This has been a very surprising journey,” she said. “I’m very grateful for this opportunity.”
Pitch Competition judge Ricardo Weisz said Torres
Torres Rodriguez stood out because of the quality of her submission. “In a market with many HR software offerings,” he said. “She was able to differentiate herself by offering consultants to support the clients.”
Torres Rodriguez worked in HR for several companies including Dior and Pro-Secur before entering the consultancy world with Eleva Solutions in Southwest Dade. Her consulting work helped her identify a gap in the market: businesses need to be educated about human resources issues, but in an accessible way.
In March 2019, Torres Rodriguez launched HR Butterfly Effect with $10,000 from her savings. She left her job with Eleva a year later and recently added a business development partner to her startup, Sylvia Palacios, who has more than 30 years of experience in human resources. Together they have built a strong network within the HR community.
Though HRBE has yet to sign any clients, the firm has approached potential clients during the pandemic. Torres Rodriguez wants to make sure they know the company will be there when times get hard.
HRBE would provide the guidance businesses need to grow and keep employees happy. Torres Rodriguez explains the company doesn’t make decisions for clients. Instead, it “supports change” by educating business owners.
“I want to be one that when people find me, I will cater to exactly what they need,” she said. “They are getting something unique.”
The company offers a variety of services tailored to clients’ needs, with monthly memberships for startups and small businesses ranging from $49 to $149. It also offers “HR Solutions packages” with project-based fees of $3,000 to $6,000. Prices are determined by the size of the business.
Big HR firms like ADP, CoAdvantage and Regis HR group are some of HRBE’s top competitors. These established firms have more years in the market and have resources and technology HRBE lacks — and higher prices. But Torres Rodriguez says her company will differentiate itself by “getting to know the actual clients” and “understanding exactly what partners are looking to do with their businesses.”
Torres Rodriguez saw how businesses are sued “left and right” either because the owners have made bad decisions or employees feel wronged. So, she decided to pursue a master’s in Jurisprudence in Labor and Employment Law with Tulane University to see how she could further improve her services and advise her clients. This has allowed her to anticipate clients’ needs and act as a bridge between her clients and an attorney.
“They are going to get an HR professional that knows the law,” she said, adding this would make HRBE a “one-stop shop” for all of clients’ needs.
This story has been updated to correct misspellings and date errors.
