The EMPRO program was successfully completed, marking an important stage for 80 of the country's women entrepreneurs, who for almost two years received classes, mentoring and tutoring to strengthen their knowledge, provide them with tools to reach new markets and access financing.
As part of the closing of the program, on June 26, a round of negotiations was held where 58 businesswomen had the opportunity to meet with potential buyers, thus strengthening their networks and business opportunities. Also, 22 of them had an in-person class called Digital Marketing Channel where they learned to analyze the results of their digital advertising campaigns.
The meeting culminated with a memorable ceremony in recognition of the development that each of the program participants contribute to the country through their businesses, generating employment, social welfare and inspiring new generations.
The closing ceremony, held at the Real Intercontinental Hotel in Guatemala City, was attended by Enrique Bolaños, Rector of INCAE Business School; Camelia Ilie, Dean of Strategy and Institutional Affairs of INCAE; representatives of the program's partner organizations such as the Aspen Network of Entrepreneurs for Development (ANDE), the United States Agency for International Development (USAID), Cargill, MasterCard and PriceSmart; as well as senior executives of companies in Guatemala.
"We are proud to announce that the 80 businesswomen have successfully completed the EMPRO program, 77 of them have accessed financing programs. In addition, 100% of the participants completed the market access program, which will provide them with greater growth potential for their businesses, which, if they are able to complete the negotiations carried out today, will translate into growth for Guatemala and the region," said Gabriela Lucke, Director of CELIS.
A robust program
During the EMPRO program, the beneficiaries developed acceleration plans, thus initiating the second year of implementation with a face-to-face phase at the central campus of INCAE in Costa Rica. During this phase, participants presented their acceleration projects, received feedback from experts and strengthened their communication and networking skills through an intensive four-and-a-half day program.
After the classroom cycle, the participants advanced to the To Financing and To Market phases. In the first phase, 77 businesswomen attended sessions on the analysis of financial products offered by the Guatemalan market; while in the second phase, 83 businesswomen received training in positioning, competitive strategies, digital marketing, social media campaigns, branding, marketing and sales. At the same time, individual mentoring sessions were offered to develop value propositions.
Based on a diagnosis applied to the participants, two development channels were established: one for the preparation of a negotiation roundtable, with 58 businesswomen, and another to implement digital marketing campaigns on social networks, with 22 businesswomen.
Participants in the negotiation channel were interviewed by expert organizations to identify potential buyers. The participants in the digital marketing channel received specific training to plan and present their campaigns on the Meta platform, and the best eight plans were selected to receive support from a digital marketing agency.
"The EMPRO Guatemala program has proven to be a significant catalyst for the empowerment and development of women entrepreneurs, equipping them with essential skills and strategic connections for the sustainable growth of their businesses.In fact, 70% of the participants have implemented best practices or new technologies in their projects, demonstrating the positive and transformative impact of the program," concluded Lucke.
The Progresando Entrepreneur Development Program (EMPRO) of INCAE Business School is part of the Entrepreneurship Development Initiative in Guatemala (GEDI), implemented by the Aspen Network of Entrepreneurs for Development (ANDE) in partnership with USAID, Cargill, Mastercard and PriceSmart.
Donor statements:
ANDE:
"INCAE, through EMPRO's visionary and rigorous program, has been a key partner for the GEDI Initiative, achieving its objectives of strengthening women entrepreneurs and their businesses in Guatemala, positively contributing to economic growth throughout the country."
-Alissa Moen, Program Manager of the Guatemala Entrepreneurship Development Initiative (GEDI), implemented by the Aspen Network of Entrepreneurs for Development (ANDE).
Cargill:
"At Cargill, we support initiatives such as the EMPRO program because we believe in the transformative power of women-led MSMEs. We are convinced that providing them with the tools to manage their businesses not only benefits them and their families, but also strengthens the social and economic fabric of our communities.
We congratulate all program participants for their dedication and vision, wishing them success in their future businesses, as we continue to advance our purpose of nourishing the world in a safe, responsible and sustainable way.
- Gerardo Baltodano, General Manager of Cargill Protein Latin America in Guatemala.
Mastercard:
"At Mastercard, we know that women entrepreneurs play a crucial role as drivers of prosperity and economic growth in their communities. Our support of the EMPRO program allows us to offer them the tools, knowledge and mentoring networks they need to successfully connect to the digital economy, grow their businesses and detonate their transformative impact in Guatemala."
- Kattia Montero, Vice President of Market Development for Northern Latin America at Mastercard.
PriceSmart:
"PriceSmart, Inc. and the PriceSmart Foundation, are committed to supporting the growth of small and medium-sized businesses, especially those founded by women entrepreneurs, in the markets where we operate our business. We are honored to support the EMPRO Guatemala program because we believe that the economic sustainability of women is a fundamental driver for the development of all of society."
- David Price, Executive Vice President and Chief Transformation Officer, PriceSmart Inc, and President, PriceSmart Foundation
