THE BUSINESSES
Genesis Fernandez and her husband are co-owners of Servimax Solutions, a commercial cleaning company dedicated to process-driven cleaning solutions that safeguard people, operations, and reputations. The pair also co-owns other entrepreneurial endeavors: Elite Realty and Investments LLC, GEDA Beauty Studio, Punto Grill, and Blaze Nutrition.
She worked with the Small Business Development Center (SBDC) at UW-Green Bay for assistance with growing Servimax. Genesis said, “We started by offering janitorial services including carpet and window cleaning. We grew to offer specialized disinfection services for food production facilities.”
THE ASSISTANCE
SBDC Consultant Ray York helped with press releases and marketing. “He also talked with me about credit opportunities and gave me simple strategies to better understand my business and help it grow,” Genesis said. The business has already hired more than 20 employees and expanded into the northern part of Wisconsin, working toward continued growth throughout the state.
“Working with him has been a very good experience. He is always kind, he listens to my questions, and he gives me clear answers. Overall, Ray has been a great support and a very helpful guide for my business,” she said.
Learn specifics of how the SBDC at UW-Green Bay helped this small business owner.
Accomplishments with SBDC at UW-Green Bay and the SBDC’s Bilingual Initiative
- Press releases
- Marketing strategy
- Taxes and licensing resources
- Start up guidance
She also worked with Jesus Nanez, the SBDC’s bilingual consultant, to open her food truck business, Punto Grill. Jesus answered questions and gave valuable guidance and resources to overcome difficulties she faced on her entrepreneurship journey.
Learn how the Bilingual Consultant at SBDC helped Genesis with her food truck business.
In addition to the SBDC, Genesis also worked with the Wisconsin Women’s Business Initiative Corporation (WWBIC), who supported her with her business plan. She said, “I worked directly with Lili Alvarado and Liliana Rivas Plata, who have been very supportive and always open to share resources and information.”
THE OBSTACLES
Genesis said, “One of the main obstacles I faced was the language barrier. Coming from another country with a very different economic reality, I had to start again when I arrived in the United States nine years ago.”
Her background is in petroleum engineering, but she needed to learn many new things about the business side of things like taxes, permits, and licenses. She said, “At first, it was a big challenge, but over time it became an opportunity to grow.”
“It is very satisfying to see how, even with many challenges, I have been able to achieve important goals. I hope to be an inspiration for others — to show that with faith, effort, and dedication, it is possible to reach your dreams. And this is only the beginning. I will continue working hard, expanding my businesses, creating more jobs, and bringing good things to the city of Sheboygan,” Genesis said.
THE ADVICE
Listen to advice for others hoping to become small business owners
- Believe in your yourself and keep trying
- Persist against obstacles
- Keep learning and moving forward
- Face challenges with a positive attitude
THE COMMUNITY
“What I enjoy the most about owning my businesses is the opportunity to serve people and create jobs in the community. It gives me great pride to see my businesses grow, to serve clients with quality, and to bring value to the local economy. Another part that I truly value is working with a great team. I am not alone. I work together with my husband, my accountant, my marketing support, and my advisors. Having this strong team gives me the support I need to continue growing and expanding,” Genesis said.
Listen to Gensis describe the things she enjoys about giving back to the community
Job creation: All of her businesses generate employment for local people, giving them stable jobs and opportunities to grow.
Public health and safety: Through Servimax Solutions, they provide professional cleaning and disinfection especially in food production facilities, which helps protect public health, support safety, and ensure the continuity of local industries.
Healthy lifestyles: Through Blaze Nutrition, they support healthy lifestyles by offering nutrition drinks that are balanced for daily wellness. Through Punto Grill, they bring Latin fusion food, giving families new and exciting food choices. Both businesses not only create jobs but also bring more variety and value to the community.
Beauty and self-care: Through GEDA Beauty Studio, their services help people feel good about themselves, which also supports confidence and well-being in the community.
Genesis has developed partnerships with several important local companies, such as Johnsonville, Sartori Cheese, Redline Plastics, Altor, Valley Popcorn, and others in the area. These collaborations have allowed them to provide services and build strong business relationships.
They also participate in community events, such as Fiesta Hispana and other local celebrations, because they believe it is important to be connected with the community.
VIEW FOUR STORY VIDEOS LINKED BELOW
Published September 2025