JULIO

Gutierrez +

E-mail: julio.gutierrez05@gmail.com
Cell Phone : +57-3004451538
 Delimar:
Social Business at Rural Colombia
The Situation/Opportunity My Role and Process
Phase 1
The Social Innovation National MAIN FOCUS:
Government Agency in Colombia
wanted to implement an income
Diagnosis and Discovery
I elaborated and conducted along with my co-workers data
generating project for women at risk gathering methods to get to know women within the project,
in Rural Colombia. their exact needs and context.

The context Core Business Selection.

The project was executed
at Puebloviejo,a town where:
Its economy was based 98% on fishery
Due to lack of job opportunities, low education rates and predomi
nantly patriarchal culture, women were economically inactive.
Several projects, which implemented conventional
business models failed.
The Solution
To organize a group of women to co-develop a Social Business
Model, taking advantage of their built capacity, in order to start
generating income,
thus improving their own and family's quality of life by:
There was a shallow idea about which product was going to
be sold. So, I led several business model canvas workshops,
where women selected their core business and drafted a first
version of their enterprise model.
Phase 2:
MAIN FOCUS:
Determine Feasibility
I led the development of a market research, where we (the team)
approached potential clients, conducted interviews, focus groups
and surveys to understand their feelings around the prototypes
(MVPs)
Pilot: We partnered with a major education institution in
Colombia to train women and elaborated 4 different prototypes
of the potential products to test them financially and collect
information about customers perspectives.

Empowering them through psychosocial and Throughout the whole Project

entrepreneurial coaching.
Supporting and training them in administrative
and technical skills needed to run their business
Education and Training: I develop and delivered trainings for the
women in topics such as social business, marketing, accounting,
and other management topics through dynamic workshops.
 Delimar:
Overall Desing Process

Women´s Approach First Business model ideation

Women wanted to implement the A first business canvas model workshop was
knowledge acquired though their cultural delivered, so woman were able to define
heritage, however they had no idea their preliminary social business model.
where to start in order to set a business

Market research and propotypes canvas model adjustment

there was not a clear first product to sell, so four After the prototype stage, the preliminary canvas was
product prototypes were prepared in order to reviewed and based on all the information and
establish one (The prototypes were succesfully sold experiences gathered, a new business model canvas
and tested with potential customers) . was developed.
final canvas model overview
VOICE 4 Girls:
Brand Strategy
Strengthen
Developed while working at VOICE 4 Girls
Hyderabad, India
February 2013 - April 2013
The Situation/Opportunity:
VOICE 4 Girls, a social enterprise aiming to
empower girls and teenagers in India, was
doing good and being recognized in the Andhra
Pradesh State. However, VOICE staff and their
partners were unable to give a clear and unified
message about the organization’s core work.
The context:
This project started out of my initiative when I realized
many employees and current partners did not know how to
express VOICE’s essence and Impact in a simple and
steady manner.
VOICE was changing its visual image (logo)
The organization was selected to run a major project in in
partnership with the local government, then it was going to
be placed under the spotlight.
Due to its business model and fast-growing approach, their
staff was rapidly increasing and rotating.
The Solution:
To develop a brand toolkit with the purpose of unifying and stating
VOICE 4 Girls Brand, giving a comprehensive understanding on
the brand concept and its importance to the enterprise and setting
guidelines to manage properly the brand (Brand management).
To elaborate training workshops with staff, where the toolkit informa-
tion was delivered, so they could understand the role everyone has
positioning a clear and consistent message.
what we are what we do
and want to be every day
voice 4
the voice 4 girls brand
girls
shared visual
reputation statements
+
My Role:
Data and Information Collection
I collected all the information available about VOICE
since its foundation and aligned it with top management
expectations.
Brand Toolkit Development
I unified and standardized all the communication regarding
VOICE 4 Girl brand and integrated everything into a single
document (toolkit) meant to be as part of the organizations’
DNA in terms of brand and communication.
Training Workshops Delivery
As a empowering strategy, I built a set of three workshops
where the whole toolkit was delivered. The workshops
comprised the enterprise’s identity itself, but also included
basics on brand management theme.
 M=R^2
Developed while working at he
Reincorporation and Normalization
Agency
Barranquilla, Colombia
April 2016 - December 2016
The Situation/Opportunity
The Reincorporation and Normalization
Agency (ARN In Spanish) is the national
governmental agency in charge of reintegrating
demobilized individuals from former paramilitary and
guerrilla groups, into the civil, economical and social
life. The reintegration process is mandatory for them,
otherwise they will face jail.
The Context
The latest massive demobilization happened in 2006, currently
only few people, who are not committed to the program remain
active. In fact, Service index and retention rate have decreased.
Most of the financial aid and social benefits offered by the
State, to motivate this population to remain in the process,
has expired.
Former guerrilla and paramilitary individuals are not
successfully completing their reintegration process
The Solution
To develop a project focused in analyzing data related to this population
service details, such as frequency, reasons to not attend their activities,
work schedule, profile, among other information, as a strategy, to identify
service trends in order to elaborate effective new motivation and
customer service strategies.
My Role
Data Collection and Analysis.
I developed a complete database, where complete
information about monthly service frequency was
consolidated. Afterwards, I compared this database with
others already existing I.e: people with mental health
problems, to find any possible trend.
Service Customer Strategies Development
I led a design thinking session, with where the primary
analysis results were ready, first to develop user personas
according to the trends identified, and afterwards to develop
customized strategies to improve the retention rate,
according to their needs and contexts.