Mexico City, October 12, 2022.- Tulix Ha', an entrepreneurship project graduated from the Center for Entrepreneurship and Innovation (CEI) of the Universidad Panamericana, managed to place among the 20 finalists of the Santander X Mexico 2022 Award in the Lanza category.
The call Santander X is aimed at entrepreneurs, professionals, university students and professors, recent graduates of higher education institutions in our country, and those who are enrolled in any of the Mexican incubators. Specifically, the Lanza category is an award for the development of high-impact entrepreneurial projects.
A market need
Founded by Andrea Vega and Gabriel Pichardo, both alumni of the Bachelor's Degree in Administration and Finance, Tulix Ha' is a company dedicated to the production of water kefir, a beverage made from the natural fermentation of water with sugar.
"During the fermentation process, a large amount of probiotics are generated that provide various benefits to the body, for example: they improve digestion, colitis and gastritis symptoms, reduce reflux and strengthen the immune system," explain Andrea and Gabriel.
Both indicate that their business idea was born when they discovered the benefits of kefir and tried to include it in their daily diet. However, they recall that they did not achieve their goal because the beverages on the market did not taste good, so they began to ask friends and family if they knew of more options.
"A friend told us, 'I don't know of any drinks like this, but if I find one I'll buy it for sure.' We had found a market need and were willing to fill it," they say.
IRB support
It was then that they decided to approach the CEI as a first step to better develop their product. "Our project was in the improvement and market validation phase. We already had sales in two points in Mexico City and we saw that the market reaction was good, but we needed to improve details of the formula and to specify marketing and sales strategies," they say.
It was at this center where they received courses that covered several areas of interest to be able to promote an idea or a prototype and give it a business vision. "However, what helped us the most was the mentoring of two teachers: Adonai Ramírez, who advised us on sales and marketing; and Rodolfo Fonseca, who gave us support in the area of food chemistry and helped us to improve the technical details of the beverage," they point out.
They also point out that it is through their time at the CEI that they learned about the importance of:
- Listening to the market to detect real needs.
- Modify a product or service whenever necessary.
- Evolve with the market.
- To have a business vision.
- Networking.
- Constantly learn from everything you can.
The Santander experience X
Andrea and Gabriel say that while the financial incentive offered by winning the Santander X prize was a motivator, as it would help grow their business, this was not the only thing they were looking for; they were also interested in the networking opportunity and the opportunity to experience and challenge themselves to compete with other entrepreneurs in Mexico.
They also say they are proud to be named one of the 20 best projects at the national level. "This award made us realize on a larger scale what we can achieve and the scope of the project. We are very motivated because our goal with Tulix Ha' is to bring value while promoting inner well-being."
Tips for entrepreneurs
As young entrepreneurs with a somewhat advanced path already, Andrea and Gabriel advise others in their situation: "Entrepreneurship is hard work, which requires discipline and perseverance".
They also recommend more specifically the following:
- Start small to test your product or service in the market and if it works out you can look for more investment and/or opt for organic sales-driven growth.
- Before starting a business, have a savings fund of at least one year for your basic expenses.
- Gather enough money to make a first investment in your business, remember that it will be on a small scale.
- Do not undertake alone, it is hard work that requires that many areas are covered, look for partners with whom you understand each other and who have complementary skills to yours.
- The most important skill you will have to develop is learning how to sell, it will help you to scale your business.
And in a special way they emphasize: "If you decide to start down this path, remember that you have to have a high tolerance for frustration, because you will make mistakes, not once or twice, you will make many mistakes, but the best way to learn is by making mistakes".
