Primed for Success Volume 3

Small Enterprise Big Impact

Ideally situated in the heart of the Caribbean, the Dominican Republic is bathed by the waters of the Atlantic Ocean in the north, and the Caribbean Sea in the south. As the second largest economy in the region, the country’s main sectors include agriculture, services and manufacturing. The Dominican Republic is also known for its rich entrepreneurial drive, which is evident in the number of enterprises spread across the country.

One such is Serviconfe SRL, a manufacturing and sales company specialising in personal hygiene and household cleaning products. Leonor Garcia and her husband started Serviconfe in 1999, and the company was officially formalized in 2006. “I was employed in a different area, but I had the desire to work for myself while still finding the time to care for and spend with my family”, revealed Leonor. “I think entrepreneurship is something I’ve always wanted to do, and now it has given me a chance to generate more income and adequately provide for my family.” Serviconfe has 10 full-time employees and three who work on a parttime basis, but Leonor plans to increase the full complement to 20 by 2015. The company manufactures and distributes five brands - Edris, Edris Natural, KX-Freshling, LipiBon and Qsay - across four lines for mass consumption. These include supply commodities consisting of vinegar and vanilla extracts; hair and skin products; household cleaning products; and an automotive line with polishes, air fresheners and car washing liquids. The company supplies commercial and residential customers in the Dominican Republic and Haiti. Leonor admits that her main competitors are the companies that have been established for much longer, and who have a solid infrastructure and the economic resources to support their business. But the enterprising entrepreneur has found a niche in the market by offering quality products at an affordable price. “We sought to improve on the product that our competition was offering and we also capitalised on sections of the market that other companies have not penetrated.” Today, Serviconfe is making strides in the local market and Leonor is happy with this success. She recalled, however, that there were a few challenges to overcome before attaining what they have today.

“Having started without market research, it was difficult to know if we were making the best possible choices for our business. There was also a lack of trust with our competitors so it set us back financially.” The mother of four credits those experiences as having taught her some important lessons in entrepreneurship and building her brand. The first of which is perseverance and patience, she believes that every setback presents an opportunity to slow down, and honestly re-examine business priorities. Leonor also sees the importance of continuous improvement. “Times are changing, technology is advancing and the world is becoming smaller. It is important to keep enhancing your skills and that of your employees because in the end it will not only benefit business, but also the individual and their personal development.” Being socially responsible is also close to Leonor’s heart, stating that it was not only about complying with laws and regulations, but also ensuring that the products are created with little to no harm to the environment. Another lesson learnt was the value of resilient partnerships. “Small enterprises should seek to leverage several partnerships. This goes a long way in sustaining your business and building your client base. These relationships include staff, suppliers, investors and other institutions.” Leonor considers the Caribbean Export Development Agency to be a strategic partner in the company’s growth and success. “We realised in order to develop our business, we needed technical and financial assistance. So we start- ed to approach different agencies that could help us. It was through the Center for Export and Investment (CEI-RD) and the Dominican Association of Exporters (ADOEXPO) that we came in contact with the Agency.”

Primed for Success / Vol. 3 / 2014-2015

www.carib-export.com

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