Tierra Suculenta: What started as a relaxation therapy is now a business providing for various families.
Starting again, for our daughter who is on the way
Omaira Polania is from Caracas, Venezuela, where she was a civil engineering student. Like many other Venezuelans in her country, she found herself in a dire situation, forcing her to leave the country. She was pregnant. Omaira and her husband were concerned about the economy of Venezuela and what kind of future they would be able to give their daughter. Hospitals had no supplies. Powdered milk and diapers were scarce. Quality education for a child was just a dream. In 2015, Omaira and her husband decided to leave for Ecuador.
The beginning in this new country was difficult. They tried to start businesses, including a small restaurant. But it didn't work, it wasn’t profitable. Omaira tried to have her school transcripts validated, but she couldn't because it was too expensive. The cost was two thousand dollars, which made it impossible. She says at some point she felt so desperate that the only thing that occurred to her was to go out into the streets to sell anything.
“The situation worsened, and I thought about going back, but I didn't even have the money to do so.”
Succulent-therapy
Omaira experienced a partial paralysis in her back from the stress, worry, and nervousness. Compounded with the crisis of the COVID-19 pandemic in 2020, which heavily impacted the Ecuadorian economy, her physical condition made the situation unbearable.
“It was a very difficult moment, because I was depressed.”
A therapist told her to find a hobby, something to make her feel better. She remembered that since she was a child, she has liked plants. Her mother taught her to take care of them from an early age. So, she decided to start planting and caring for succulents and cacti. As they grew, she wanted to help others in a similar situation, so she started gifting them and educating people on their care.
“It was something like a therapy… a succulent-therapy.”
That same year, in 2020, she came up with the idea to start selling and offering her plants as souvenirs and gifts. Voila! She started her new business, “Tierra Suculenta (Succulent Earth)”.
Entrepreneur once again, but this time with support
Omaira was aware that, to start a real business, one that would not fail like her previous attempts, she had to learn more about business administration. Searching for entrepreneurship ideas and workshops in Quito on Facebook, she came across an advertisement offering free courses. After five years in Ecuador, she had never seen an advertisement offering opportunities for Venezuelans, much less for free.
Omaira enrolled in the entrepreneurship courses offered through the Economic Inclusion Project funded by the U.S. Agency for International Development (USAID) and implemented by the World Council Of Credit Unions’ (WOCCU). Three months after learning how to create a business plan, use the business model canvas, make financial decisions, develop strategies, and do digital marketing, she learned of the possibility to access seed capital. Her first impression was that it was a financial loan with interest. However, she then learned it was a contest in which the best business plans would be selected to receive seed capital.
She participated and won the seed capital. With it she bought new plants, seeds, and a high-end printer for the labels and decorations. Before that, she relied on a local business for printing and was limited by their hours of operation. With her new purchases she was able to reduce costs and better plan her production. She was also able to improve her offers and provide better service to her customers. Omaira also received support to open a bank account and start using a debit card to make payments.
“Not having a bank account takes away your dignity. It leaves you destitute in an economy that moves in a digital environment.”
A sense of community
In addition to the training and support provided, the program gave Omaira and other entrepreneurs the opportunity to create a community among themselves. They continue to support one another, comparing notes on their sales and how they feel about the economy. They help each other with paperwork, give each other moral support, and encourage each other to keep going. Entrepreneurs share information to find out what are the threats and risks that can affect their businesses.
“If I manage to carry out an administrative procedure with a governmental body or financial institution, I immediately run to tell the others so that they can do it, too.”
Building brand identity
Along the way, she discovered that the customization of her products is her differentiation strategy, her competitive advantage. She sells personalized succulents and cacti for special occasions - baby showers, weddings, baptisms, and all kinds of events. Depending on the occasion, Omaira decorates the plants with colored wrappers and chooses the appropriate packaging.
"It's a small and inexpensive gift, so people ask for two hundred little arrangements for an event."
Multiplier effect, contributing to Ecuador’s local economy
Omaira employs two people full-time in her business. Last year was the first year that she was able to give them a Christmas bonus, filling Omaira with great satisfaction. When the venture began, during the pandemic, Omaira began selling six plants a week. At the time of the interview early in 2023, she reported selling an average of 400 plants a week. Given that the demand for succulents and cacti far exceeds Omaira’s production capacity—of 500 plants a month—she has built commercial relationships with producers from Nayon, a small agricultural hub on the outskirts of Quito. Omaira purchases some 3,000 plants a month from them, contributing to the family economy of these producers.
Personal success
Omaira feels very grateful to have had the opportunity to participate in the project. The support she received through consultants and the fairs she participated in were excellent opportunities to improve her business and enhance her mindset. She learned of the good practice of saving funds for harder times and of separating personal finances from business finances. She recounts with great pride how she learned to do things right, from the beginning, and to not to give up but to keep going with hope.
“Hope comes because it is measurable, because I can buy clothes for my daughter. Hope comes because now I can tell my daughter that she can achieve whatever she sets her mind to.”
She went from feeling despair and hopelessness to feeling like an empowered woman. There was a time when she did not see possibilities nor solutions and she felt respected. Now, she believes there is always an opportunity to get somewhere, to go beyond where one person finds themselves. Her message to others is not to give up, to seek help and guidance, and follow through on your commitments.
“Training and education is what allows you to sustain yourself”
About this Story
Venezuelans have been forced to emigrate due to dire political and economic conditions at home, and many need help in establishing a new livelihood in their host country. USAID supports the World Council of Credit Unions’ (WOCCU) Economic Inclusion Project. The project improves economic opportunities for Venezuelans and Ecuadorians through activities that support labor market insertion, strengthen microenterprises, and facilitate access to financial services.
USAID has supported over 40,000 Venezuelans and Ecuadorians in their efforts to launch and expand their businesses.
Photos by the WOCCU
Narrative by USAID/Ecuador
Geotag/Location: Quito, Ecuador