Riding the Pandemic Through Digital Innovation
A visionary Indigenous woman propels her family business to meet the demands for new services amidst the pandemic
COVID-19 presented Brenda Colop, the General Manager of Bicicasa, a regional bicycle and supply chain, with more than just a business challenge. It provided her with an opportunity to showcase her innovative prowess and expand her business amidst uncertain times. Brenda, who hails from Maya-K’iche’ descent, the eldest among eight siblings, grew up in her family’s small bicycle business. At the age of 12, she started repairing bicycles by herself, gradually progressing to cataloging spare parts in the warehouse. By 18, she had graduated as an accountant and was already managing one of the bike stores.
Bicicasa, founded three decades ago by Brenda's father, Israel Colop, a passionate cyclist, now boasts six stores across Quetzaltenango, Huehuetenango, and Retalhuleu, offering a wide range of bicycles, accessories, and sports clothing. Breaking stereotypes and prevailing gender biases, Brenda took on leadership roles and proved her aptitude for administration.
It’s a challenge for women to show that they can take on the same roles as men. We are naturally good administrators, but I had to demonstrate this and be a leader, even to my brothers,” Brenda said. “It was not easy breaking this stereotype.”
However, the onset of the COVID-19 outbreak posed additional difficulties. Like countless businesses worldwide, Bicicasa suffered financial setbacks during the initial months of the pandemic as potential customers stayed home and the demand for their products and services dwindled. Fortunately, Brenda had been collaborating with USAID's Creating Economic Opportunities project, implemented by Palladium, prior to the pandemic. This support quickly transitioned to developing a digital marketing strategy that would bridge the gap between customers and the bicycles they needed.
Implementing separate business pages on Facebook for Bicicasa Quetzaltenango and Bicicasa Huehuetenango, Bicicasa witnessed exponential monthly growth in their Facebook followers, with a staggering 40% increase in the first month alone. Their content primarily revolved around sharing information about new products and featured a series called 'Bicicasa Advice,' providing tips on road safety, bike maintenance, and upcoming events. Presently, Bicicasa boasts over 17,800 followers on Facebook.
Technical support from USAID also included leveraging WhatsApp Business, local shopping sites, and the development of Bicicasa's own website. These digital innovations proved instrumental in boosting sales by up to 30% by mid-2020, the peak of the pandemic. By September of the same year, Bicicasa had sold 900 bikes, twice the number sold during the corresponding month in the previous year.
Having successfully recovered from the pandemic's impact, Bicicasa now heavily relies on digital marketing to attract new clients. Brenda is contemplating expansion opportunities once again, thanks to the assistance provided by USAID. With their support, she has identified potential locations for new stores in Santa Cruz del Quiché, Totonicapán, Guatemala City, and Coatepeque. Totonicapán stands out as Brenda's preferred choice due to the scarcity of bicycle repair shops in the principal town, which sell a mere half-dozen new bicycles at most.
Brenda's Maya-K’iche’ identity has also played a significant role in reshaping perceptions within her business community. She reflects, “It was believed for centuries that [Mayan] women did not have the right to study, and in fact it happened to me, because in my family we are 6 women and 2 men, and that is where we broke paradigms.”
Currently, Brenda actively participates in the local Chamber of Commerce and is a member of a women's business group dedicated to eradicating economic violence and irregular migration. As a triumphant businesswoman.
ABOUT THE STORY
Written by:Zeina Hijazi Dubray, Creative Director for USAID/Guatemala
The Creating Economic Opportunities Project supports conditions for, and directly stimulates economic growth in Guatemala to create jobs and reduce the need for citizens to seek opportunity abroad. Using market-driven approaches, the project coordinates private sector efforts with national and local stakeholders to promote trade and investment, mobilize private sector financing, update productive infrastructure, and strengthen private sector competitiveness.