Member Spotlight: Heather Baldini & Alonzo Mendoza
When you start talking with Heather and Alonzo about their new venture, Floria Collective, the
chemistry of their collaboration makes itself clear. Self-described as ‘Hunter and Cook,’ the pair
exude the kind of energy that makes one excited to find collaborative places in our own work
that add to the energy of our projects. Coupled with the desire to purposefully engage in their
local community and focus on smaller circles, it’s easy to see why they’re so excited to do their
work here in Sonoma County. It’s local, direct, and value-oriented. From their mission statement:
“At Floria Collective, we help purpose-driven businesses build strong financial
foundations. Through personalized services—including bookkeeping, cash flow
strategy, tax planning, and financial forecasting—we support small businesses
and nonprofits in gaining clarity, making confident decisions, and growing
sustainably. Our mission is to provide value-aligned financial systems and expert
guidance that empower clients to thrive at every stage of their journey.”
Some of the ways that this project came together reflect the best of what we hope Keller
can be for all our members. As Alonzo succinctly put it, “If I hadn’t come here, it may not
have happened at all.” Heather also mentioned the benefit of Startup Squad as an
on-site brain trust, and the value in creating reciprocal relationships with other members.
“That organic socializing creates paths that take a venture farther than it otherwise may
have gone,” she said. We can add to that, and say that it’s clear from these types of
conversations that our members want their fellow members to succeed.
One major advantage of a coworking space is exactly that; a community of members
who work to help each others’ projects will produce qualitatively good results. When
asked about how the membership group has helped them, Heather quickly volunteered,
“You can build a business here in a way you can’t elsewhere,” perhaps the most
compelling piece of advice for new members, or those thinking of getting more involved
with our member programming and workshops. We certainly aim for that result, and
encourage our membership to make the connections that can propel their work to new
levels.
With a good idea and a robust network of support, any venture can grow to be the best
version of itself it can be. A huge thank you to both Heather and Alonzo for taking the
time to talk with us, and we wish them the best of luck!
