Accounting and Finance Advisor

Lourdes is passionate about empowering entrepreneurs with the knowledge and

resources they need to achieve their business goals. She has a proven track record of

providing comprehensive business guidance, including finance and bookkeeping.

Lourdes has been a valuable asset to the SBDC since 2013, where she

provides financial expertise, training, and advising to small business owners. In addition

to advising, Lourdes spent three years at NorCal SBDC, supporting the finance team

and teaching grant management to new centers.

Lourdes enjoys spending quality time with her family and friends when not immersed in

finance and entrepreneurship.

Management, Business Operations, Financial, Strategic Development and Retail Advisor

Larry Hebert started his business career over 40 years ago. During that time, his professional experience has included both entrepreneurial and corporate ventures. Larry is a principal at Hebert & Associates, a management consulting firm specializing in finance, raising start-up capital, financial analysis and CEO coaching. Larry consults with clients on financial forecasting and analysis, operations and business management practices, strategy development and tactical implementation.

He has advised businesses in all areas including writing business plans, conducting financial analysis, assessing, diagnosing and forecasting for better cash management, as well as launching new products and crafting turnaround strategies for troubled companies.

Larry has been a certified loan broker for the Small Business Administration and worked with clients in acquiring funding for their organizations. He has served as the Regional Director, Adjunct Faculty and Senior Class Advisor for the Graziadio School of Business and Management at Pepperdine University. MBA from Pepperdine University and a B.A. from California State University, Sacramento.

Business Planning, Management and Financial Advisor

Keith Holtaway is an award winning Bay Area business consultant with a 20-year track record of proven successes. He has helped germinate the seeds of his client's ideas and helped transform them into award-winning and successful, local and nationally recognized businesses. Keith works closely with CEOs, senior management, executive directors, project managers, small and large business owners, and start-ups to quickly get their best thinking in writing and begin seeing results. He works with the client and team to develop clear, concise and aligned plans for achieving their quarterly and annual objectives for revenue, profit, cost reduction and other key measurements that are important to the overall success of their organization.

Born in New Jersey, Keith has a BA in History and English, was the Co-Founder of Pizza My Heart, a past Executive Director of the Santa Cruz Downtown Association, Director of the Small Business Development Center at Hartnell College, State Star for the Central California SBDC Region, holder of multiple awards for Excellence in Economic Performance for the Santa Cruz County SBDC, and co-winner for the 2016 Santa Cruz Nexties "Mentor of the Year" award. Keith also hold the rank of Sandan in Shorinji Ryu karate, as a 3rd degree black belt.

General strategy, Financial, and Manufacturing Advisor

Passionate about entrepreneurship, Asbury Lockett has provided technical assistance to hundreds of start-ups and existing small businesses through the SBDC, the Women’s Business Center, and the NIST Manufacturing Extension Partnership. He founded and ran a process improvement training and executive coaching business for five years and currently is president of a unique business asset location service. Earlier in his career, he worked with manufacturing companies where he focused on employee-driven manufacturing process improvements. He subsequently applied these same improvement techniques to administrative processes and government operations to achieve similar successful results.

A product of South Central Los Angeles public schools, Asbury has an undergraduate degree in Management Science and Engineering from Stanford University and graduate degrees in both Business (MBA- UC Berkeley) and Law (JD- Concord Law School at Purdue Global). He is also a certified professional executive coach.

General Strategy, Google My Business, and Operations Advisor

I work primarily with eCommerce business owners throughout America. I founded an eCommerce company and scaled it from an idea to a profitable multi-million dollar a year business. Which, I ran for nearly 18 years. I also worked for 3 public companies, including Amazon and several smaller businesses in operations and marketing roles.

During my time founding and scaling an eCommerce business, I learned there was not a lot of support for the particular challenges involved in running an eCommerce company. Most eCommerce consulting firms focus on large scale operations and not many business coaches are deeply experienced in eCommerce.

Today, I focus on supporting eCommerce business owners who are currently operating companies under $10 million in revenues or who someday aspire to be. Having been through it myself, I can help you manage growth and avoid the pitfalls involved in eCommerce.

I also work with clients in many other industries and various stages of business growth. If you are seeking expert feedback and advice, please book a free 30-minute consultation to see if we’re a good fit.

Financial and Strategy Advisor (English/Spanish Speaking)

Provides business advise to business owners determining their financial position, when reviewing and analyzing their Financial Statements. Creates and develops business plans for start ups or existing businesses. Work with Cities and/or Economic Development organizations creating economic, education and incentive programs for their communities and businesses.

Director

Alexander Pedersen is a dynamic small business advocate with a diverse background in small business development, economic development, and community leadership. With experience as an SBDC advisor, business owner, nonprofit leader, and city council member, Alexander is committed to addressing the diverse needs of small businesses in Santa Cruz County.

As the Director of the Santa Cruz County Small Business Development Center, Alexander is dedicated to empowering small businesses and fostering economic growth in our region. His strategic approach to creating and implementing effective programs will ensure that the SBDC continues to be the premier resource hub for one-on-one advising, access to capital, disaster assistance, and industry-specific support for small businesses in Santa Cruz County.

Outside of his professional life, Alexander is an active volunteer in his community, serving on the board of directors for several nonprofit organizations and is dedicated to promoting community wellness through leadership and economic development. In his free time, Alexander enjoys exploring new technologies, engaging in community activities, travel, and outdoor sports.

Marketing Advisor

Amy Sousa is passionate about working with small businesses and entrepreneurs to help them get “unstuck.” As a thought partner and sounding board, she brings a fresh perspective to her clients, enabling them to make more informed and strategic decisions. Amy’s collaborative approach is designed to empower business owners at every stage of growth, from startups to scaling operations, ensuring they have the guidance and support needed to navigate challenges and achieve their goals. With a career that spans both the public and private sectors, Amy brings a wealth of experience and expertise to her roles. She has held senior positions in marketing, business development, communications, and community relations, serving as a trusted advisor to a diverse range of clients, including small businesses, entrepreneurs, nonprofits, and health and human service organizations. Amy’s broad skill set and deep understanding of various industries make her a valuable resource for businesses looking to grow, innovate, and thrive.

Innovation & Venture Capital Advisor

Mr. Sebastien Torre has 20+ years of successful experience in the leadership and management of international marketing/sales and corporate/business development teams/divisions of various technology firms. Partner and founder of Venture Development International, LLC and Venture & Capital International LLC (1999), Mr. Torre has directly participated in the US, EU and international business development, strategic marketing, venture capital funding and M&A efforts of 100+ small, medium and large (some public) European and US software, hardware and wireless companies; including long term executive/VP roles at SWT SA acquired by Captiva Software and then acquired by EMC, and at Captaris, Inc. acquired by Opentext.

For the last 10 years, in addition to offering global executive search and capital/grant advisory services for local and international tech firms, Sebastien has been focusing on co-developing and implementing Ecosystem Management Programs and Platforms for Transatlantic Innovation and Entrepreneurship.

In January 2025, Sebastien Torre joined Cabrillo College – Small Business Development Center as a part-time Senior Consultant for ENRICH in the USA Programs and Platforms.

Accounting Advisor

Cathy has been an accounting advisor for SBDC since 2014. She has taught a variety of accounting courses at Cabrillo College since 1985 She also maintains a private accounting services business for small businesses and non profit organizations.

Cathy brings to small business owners and managers a comprehensive understanding of elements necessary for presenting accurate and reliable financial reports on which to base intelligent business decisions. She specializes in troubleshooting and correcting accounting software issues. Currently, Cathy teaches QuickBooks Online at the college level and Basic Recordkeeping through Extension Workshops. Advanced certification as an Intuit QuickBooks Pro Advisor is maintained. She now specializes in all cloud-based, QuickBooks Online versions.

Cathy holds a B.A. in both Environmental Studies and Political Science and an M.A. in Management Studies all from Sonoma State University, California.

Trades and Contractor Specialist

Vince Webb brings a unique blend of hands-on business experience and human resources expertise. He is a former licensed commercial and residential painting contractor in the San Francisco and Monterey Bay Areas. After attending Golden Gate University to obtain a BA degree in Human Resource Management, he transitioned to public service, spending 20 years at Santa Cruz County’s Human Resources Agency. There, he developed and led an entrepreneurial self-employment program for welfare recipients, partnering with the SBDC and El Pájaro CDC to launch over 300 businesses, including assisting 40 construction contractors in obtaining their licenses. Currently, Vince leverages this experience as an SBDC advisor, specializing in construction-related businesses, and he is also a Certified Career and Job Transition Coach

Business Advisor

Mr. Wong is a micro and small business technical assistance consultant with over ten years of experience. Mr. Wong is fluent in Cantonese and Mandarin. Prior to working with micro and small businesses, he held senior executive positions with several technology companies in the San Francisco Bay area.

He has worked with various government agencies and organizations, including the U.S. Department of Commerce’s MBDA (Minority Business Development Agency), the California Governor’s Office of Business and Economic Development, and several local government agencies.