Leveling the Playing Field: A Veteran’s Mission to Boost Small Businesses

Veterans and Military Families Month is a time for reflection, gratitude, and recognition of the brave men and women who have served our country. Among these veterans is Rene Cota, whose story of service and dedication extends to the small business community. 

Born and raised in Los Angeles to a Mexican father and White mother, Rene grew up in a household that provided him with diverse perspectives and experiences.

After graduating from high school, Rene played football for Pasadena City College with the goal of getting signed by a Division 1 school. Unfortunately, he did not get a full athletic scholarship, so he was left to make a decision about his career path. Inspired by his uncles who were servicemen, Rene enlisted in the Marine Corps at age 19. Thus, he embarked on a military career that would take him around the globe – from Italy, to South America, to Asia, to the Middle East. Rene’s leadership qualities shone as he rose to the rank of squad leader, serving two tours in Iraq before concluding his 12-year service in the Corps.

Rene Cota at this summer’s Ascend National Conference

After his military career, Rene’s entrepreneurial spirit led him to the world of business. With the Afghanistan war at its peak in 2008, he saw an opportunity to leverage his military experience in procurement without the dangers of a combat zone. With his brother's insights and his experience with contracts, Rene took the plunge and founded CMG Alliance, a leading government contract and business consulting firm that specializes in assisting companies in securing federal, state, and local contract opportunities. 

When CMG Alliance started, they focused on the military industry, where Rene and his brother had the most experience and contacts. They then expanded into the information technology and manufacturing industries. Rene soon realized that his specialty was not tied to a specific industry, but in understanding the contracting process itself. Fifteen years later, CMG Alliance has helped businesses secure over $186 million in contracts.

For the last two years, CMG Alliance has partnered with LISC LA’s Ascend LA program, aimed at equipping diverse and women-owned businesses with the resources, strategy, and tools to pursue government contracts with confidence. In addition to training and one-on-one advising, participants gain networking sessions with public contracting agencies, prime contractors, and lenders, and matchmaking events nationwide. In partnership with CMG Alliance, Ascend LA has helped women and diverse-owned businesses secure over $54.7 million over the last two years.

Rene shared how the program is different from most: “Ascend LA isn’t just training. The secret sauce is business development. Participants get support at every step of the process. From strategy sessions, to finding opportunities, and execution of contracts, Ascend LA provides small businesses with the resources to succeed.” 

On Veterans and Military Families Month, Rene celebrates the legacy of his family’s service and the camaraderie of those he served alongside. As we celebrate, it is important to honor the contributions of military service men and women. Rene’s story is a testament to the impact that veterans can have long after their service ends, and his work supporting small and diverse-owned businesses is an inspiration to us all. 

Developed by the University of Washington Foster School of Business and powered by JPMorgan Chase, Ascend LA is led by LISC LA in partnership with Loyola Marymount University, and CMG Alliance. Funding is provided by T-Mobile and Capital One. 

Learn more at www.ascendla.org.