Esterlina runs a stationery store with her husband Victor. Mother of three grown-up children aged between 21 and 28, she looks after the stationery while her husband is in charge of sourcing and buying products.
She sells all kinds of products there: school supplies, cakes, ice cream, balloons, basic necessities, printing, photocopying, phone refills...
Anita's elder sister, she came to know Impulso through the latter and wanted the same support to boost sales at her stationery shop, which had been in freefall since the Covid pandemic. She began the coaching in November 2022.
The first objectives were to continue her training in accounting and to help her boost her sales by creating more advertising and communication around her stationery shop. The advantage is that it's located right opposite a secondary school, the disadvantage is that there are three stationers on the same street... Promotional posters, creation of loyalty cards, benefits for secondary school students - there's no shortage of ideas! Esterlina is also one of the few beneficiaries to have a computer. The volunteers have trained her in Excel, in particular to keep an inventory and her accounts up to date, and she's delighted!
Esterlina is the best pupil, now a pro at Excel accounting, and she's as motivated as ever to learn. The appointments are regular, without fail every Tuesday afternoon and she follows this up at 6pm with her weekly business class given at the church.
Her Google Maps listing is up to date and arousing the interest of Internet users. To take a look, type Papelería Yamberla into our friend Google! The volunteers have also created a logo for her stationery shop.
Also, the current volunteers are keeping track of her accounts, because although she's motivated to know her income precisely, she doesn't record all her sales for the week. They are thinking about setting up an inventory model so that Victor can easily note everything he buys in Colombia and also all the products bought in Otavalo. This would help him keep track of supply costs and give him an idea of what they had in stock. The idea of a cash register is also being studied.
Esterlina's accompaniment focused mainly on her bookkeeping. The volunteers tried out several methods to find the one she would be most likely to stick with. They also gave her lessons and case studies on costs and revenues, and on how to calculate her profit and margins. Alongside her bookkeeping, they created an inventory differentiating between stationery, bazaar, confectionery and beauty/hygiene products. And classify her numerous invoices.
The volunteers tried to raise awareness of customer loyalty among secondary school pupils, but Esterlina preferred to stop this system. All her stationery was completely redesigned with the invaluable help of Hector and Mario from Défi Sportif. They reworked her Google Maps profile to make it more accurate and with new photos.
Support continues to monitor her accounts and continue updating her inventory with a view to setting up an automatic invoicing system. A logo is being designed by her son Jerei. Victor may need to be trained to keep track of his purchases in Colombia and Ecuador, so that he knows the right figures. Finally, Impulso will help Esterlina with advertising and promotional offers, particularly in preparation for Christmas or even the start of the new school year. It could also be advertising to showcase her creations with piñatas.
A support that proves to us that over the long term, beneficiaries grow in competence and develop qualities necessary to the running of their business.