Recap WeXchange 2014

WEXCHANGE:
THE FORUM FOR
LATIN AMERICAN AND
CARIBBEAN WOMEN
ENTREPRENEURS
Multilateral Investment Fund
Member of the IDB Group
Established bySupported by
Networking + Mentoring + Pitching

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views of the Inter-American Development Bank, its Board of Directors, or the countries they represent.
CREDITS
Author: Yandiki, Inc.
Supervision: Susana García-Robles, Mónica Pina Alzugaray, Rebeca Granda Marcos
Editing and Photography: Elizabeth Byrne Terry, 2014
Design: Tipoforma


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The Multilateral Investment Fund (MIF), a member
of the Inter-American Development Bank (IDB) Group, works to
support economic growth and poverty reduction in Latin America
and the Caribbean through promoting investment and private
sector development. As part of its program, the MIF seeks to
support entrepreneurs as well as small and medium enterprises by
creating a favorable ecosystem for early-stage financing through
angel investing, seed and venture capital, and entrepreneurship.
For more information, visit www.fomin.org.

Multilateral Investment Fund
Member of the IDB Group
WeXchange is powered by the IDB’s Demand Solutions Program.
NXTP Labs is an acceleration program that provides early-
stage funding. The program focuses on Spanish-speaking
technology startups that are pursuing global or regional
opportunities. NXTP Labs provides seed funding, consulting
services, hands-on advice, training, and most importantly, access
to a top-notch network of mentors across Latin America, the
United States and Europe. For more information, visit:
www.nxtplabs.com.

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Miami,
Florida,
USA
2DAYS 147
participants

}
31
investors
31
mentors
17
countries
represented
#WeXchange
48
women
entrepreneurs
WexchangecommunityWeXchange14

WHAT IS
WeXchange?
WeXchange is the first ever regional forum for women entrepreneurs from Latin
America and the Caribbean who are seeking early-stage financing. It was established in
2013 by the Multilateral Investment Fund (MIF) of the Inter-American Development Bank,
in collaboration with NXTP Labs.
2014’s forum was held in Miami, Florida, USA December 11-12 at Miami Dade College,
Freedom Tower, and Miami Light Project.
Once again, this forum brought together women entrepreneurs, investors, and mentors
from Latin America, the Caribbean, the United States, and Europe.
Over the course of two days, speakers talked about the challenges and opportunities
that women in Latin America often face in the entrepreneurial world, and what it takes to
overcome them.
During WeXchange 2014, a Pitch Competition was held. It featured six businesswomen,
pre-selected through an online process, presenting their pitches to a panel of judges.
The event also featured successful women entrepreneurs as role models for the region.
Participants left Miami
feeling empowered, inspired,
proud to have been part of
WeXchange, and eager to
participate in future gatherings.

5

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CONTENTS
December 11
December 12
Welcome........................................................................................................................... 10
Crazy is a Compliment...............................................................................................12
The Biggest Lies Entrepreneurs Tell Themselves........................................14
Speed Dating.................................................................................................................. 16
Pitch Competition.........................................................................................................17
The Six Finalists.............................................................................................................. 18
Mentoring Sessions..................................................................................................... 20
Building Better Opportunities for Women Entrepreneurs................... 21
Fireside Chat: The Never-Ending Challenge...
Finding the Funding.......................................................................................... 22
Women Who Move the World............................................................................. 24
From the Trenches: How I Survived the Entrepreneurial Journey... 28
Pitch Competition Awards Ceremony............................................................. 30
Latin American and Caribbean Woman Entrepreneur’s Day.............. 32
Manifesto of Women Entrepreneurs from Latin America
and The Caribbean............................................................................................34
Scenius, not Genius: An Example of Collaborative Work...................... 38
How to Build a Personal and Collective Brand:
The Power in an Image....................................................................................40
Unveiling the Icon of the Latin American and
Caribbean Woman Entrepreneur............................................................... 42
Tweets from After the Forum...............................................................................44
Top Tweets WeXchange 2014...............................................................................46
Supporters........................................................................................................................48

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WeXchange, the Sequel
by Susana Garcia-Robles
Almost three years ago, the MIF asked
us to apply a “gender lens” to all of our
operations. So our Early Stage Equity team
brainstormed about how we could do this,
and decided to take an entrepreneurial
approach.
First, we began contacting our colleagues
and friends who had a role in building
entrepreneurial ecosystems in the region.
After many calls, a clear focus for our
interventionemerged:womenentrepreneurs’
need to strengthen and expand their
networks, and to find women role models.
WeXchange was then born, with the
idea of bringing members from different
entrepreneurial communities together
with two objectives: highlighting women
entrepreneurs; and giving them access to
mentors, investors, role models, and other
successful entrepreneurs.
And so we embarked on the first edition of
WeXchange in December 2013. It was good
that at the time, we couldn’t fathom the
amount of work and prep we needed to get
us there, because we might never have dared
to do it! But once we started, we were fully
committed to making a success out of this
venture. And so it was: Two days in Miami,
140 participants, 14 countries represented.
As I said at the forum’s reception, we were
making history.
From our rather naïve perspective, we
thought that afterward, we would go back to
Washington to wrap things up and get in the
holiday mood… Instead, the phone didn’t
stop ringing and the emails kept coming
with requests to meet and brainstorm about
ideas that WeXchange had inspired. We were
humbled by the stories of how our message
had resonated among women entrepreneurs
and had strengthened their resolution to
keep forging ahead, even when faced with
the many typical startup challenges.
2014 was a year of growth and change. For
starters, the MIF adopted WeXchange as
a “flagship” event, and this meant having
much-appreciated in-house support. The
“trio maravilla” (I and my colleagues Monica
Pina and Rebeca Granda) was seeing the
growth of the little startup WeXchange…
And, given the results, we can again affirm
that teamwork really works!
We invited Linda Rottenberg, Endeavor’s CEO
and co-founder (and a longtime MIF friend
and partner) to be our keynote speaker. Her
stories of being called “la chica loca” as she
launched Endeavor made the audience
realize that “crazy is a compliment”—which
is the title of Linda’s recently-published book!
We also invited many other speakers we had
come to know over the past year, focusing
on women who had made a difference, both
on the ecosystem side, and as entrepreneurs.
The role models we featured included
NXTP Labs co-founder Marta Cruz, Global
InvestHer founder Anne Ravanona, Endeavor
entrepreneurfromBrazilandfounderofBeleza
Natural Leila Velez, and The Competitiveness
Company CEO Beverley Morgan.

9
Because WeXchange is all about leveling
the playing field for women entrepreneurs,
and we dislike the idea of being looked
at as a ghetto, we had another NXTPLabs
founder, Ariel Arrieta, speak about the lies
entrepreneurs tell themselves and investors,
some to keep themselves going in the face
of huge challenges, and some that can be
lethal to their ventures.
While the entrepreneurs were off meeting
with mentors, the rest of us gathered to
discuss what we can do to keep improving
the environment for women in business.
A main takeaway was that we need to tell
our stories to the world, to attract investors,
inspire other entrepreneurs in the making,
and to show that there are role models from
Latin America and the Caribbean.
There was a pitch competition organized
by NXTP Labs, and out of six talented
entrepreneurs who presented their
companies, the winner was Carolina Medina
fromSokoText,asocialbusinessthatleverages
mobile phone technology to benefit small-
scale food vendors whose primary clients are
poor and low-income consumers.
We had a frank chat on the never-ending
challenge of finding funding with two pros:
Bedy Yang from the global accelerator 500
Startups, and Jimena Pardo from Carrot,
Mexico’s first car-sharing service.
And we had what I call “The Hunger
Games”: a speed-dating session in which the
entrepreneurs had to “fight” to get to as many
investors as possible. It is fun to watch how in
the beginning everybody is polite and, after
a while, adrenaline kicks in and they begin
to make their way to the investors in a more
decisive manner!
The next day, we supported NXTP Labs’
initiative to establish December 12 as the
Day of the Woman Entrepreneur from Latin
America and the Caribbean. All present were
invited to sign the Manifesto and wear the
icon that represents women entrepreneurs.
A couple of my highlights:
 Having entrepreneurs from Paraguay and Jamaica attend, proving that the
entrepreneurial “bug” is everywhere, and
 Receiving the hugest compliment of all: an email from the MIF Manager, Nancy Lee,
who told us “…I came away with the feeling that it... could actually change some
people's lives.”
And now we’re starting to think about WeXchange 2015!
Will you be there? Be sure to join our WeXchange Facebook
community to stay in touch until then.

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 WeXchange 2014 opened with a welcome
speech from Susana Garcia-Robles, MIF Principal
Investment Officer in charge of the Early Stage
Equity group, during which she gave a brief
overview of the MIF’s work in early stage equity,
serving as both an investor and as a catalyst for
improving the ecosystem for entrepreneurs in
the region.
 She stated that “women entrepreneurs are just as
motivatedandtalentedastheirmalecounterparts,
but don’t have the same networks and ease of
access to mentors, partners, and funding.” García-
Robles also noted the importance of WeXchange
as “a community where women are able to
develop these networks, and access those role
models and mentors.”

12
Linda Rottenberg was the forum’s keynote speaker. She shared the experiences that made her an
entrepreneur, and how they led her to help other startups through Endeavor.
Linda encouraged all in attendance to pursue their own out-of-the-box ideas, no matter what
others say.
CRAZY IS A COMPLIMENT

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If you're not being called crazy when you're starting
off, then you're probably not thinking big enough.
Innovations are great, but mini-innovations are often
the ones that change the world.
Entrepreneurs are not risk minimizers; they are risk
maximizers.
Give yourself permission to pursue a crazy idea.
Chaos is the friend of the entrepreneur.
You don't need to wear a hoodie and live in Silicon
Valley to be an entrepreneur.
As a woman, you don’t have to be awesome,
you can be flaw-some.
Alicia Robb
@aliciarobb:
If you are not called crazy
when you are first starting
out, you are not thinking
big enough
@WeXchange14
@lindarottenberg
Claudia Solis
@claudiagsolis:
Give you permission
to pursue a crazy idea
@lindarottenberg
@WeXchange14
#entrepreneurs
Dany González
@danyglz:
Crazy is a compliment.
Thank you for your great
talk @lindarottenberg
#WeXchange2014
#rolemodel
@epicqueen
Linda Rottenberg
@lindarottenberg:
.inspiring morning with
so many passionate,
talented and crazy
women entrepreneurs
@lavca_org
@RoblesSusanaro
@WeXchange14
@fominbid
You can view this
presentation at http://
tinyurl.com/pbcp4j6
“
”

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 The Biggest Lies
Entrepreneurs Tell
Themselves
Ariel Arrieta defined himself as a serial entrepreneur who has “founded and flopped” a few times.
He explained that the life cycle of a company consists of eight stages: Commitment, action, traction,
identity, prime, comfort and monarchy, exit, and death. Each of these stages has a distinct significance
in the evolution of a company.
Arrieta also shared 32 good and bad lies that entrepreneurs tell themselves. Here are some of them:
Good Lie #1. I can fix the problem.
Bad Lie #1. If it doesn’t work I can go back to my last job.
Good Lie #4. Ego kills more companies than lack of capital.
Bad Lie #6. Sales will be better next month.
Bad Lie #12. I’m delegating but nobody does things
better than me.
Good Lie #12. I have not failed. I’ve just found 1000 ways
that won’t work.
Good Lie #14. Success is walking from failure to failure
with no loss of enthusiasm.
Bad Lie #14. I make the rules but usually I'm the first
to break them (as one exception)
Bad Lie #15. We reward the ones that do what we ask
and punish the ones that don't.

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Nora Palladino
@nora_beat
Having options is a bad
lie for entrepreneurs. You
can not have a plan b. Your
startup is your only plan
@aarrieta
#WeXchange2014
NXTP Labs
@NXTPLabs
Full house listening to
@aarrieta on
@WeXchange14
Laru Linares
@laru05
@aarrieta: 19/ Good Lie 4.
Ego kills more companies
than lack of capital.
#WeXchange
@CreaPanama
Germán Castaños
@germancastanos -
Excelente título Ariel.
Si que sabés como meterte
en el cerebro límbico y
reptiliano de tu auditorio
@foundersintofun
@aarrieta
@NXTPLabs
Mariano Mayer
@gugamayer
Now at
#WeXchange2014
@aarrieta talks (and twitts)
about the "Biggest lies
entrepreneurs usuallly tell
to themselves"
Part 1:
http://tinyurl.com/maogt2v
Part 2:
http://tinyurl.com/pdeelxf
Part 3:
http://tinyurl.com/q9d87w7
You can view this
presentation at
Ariel Arrieta,
Co-Founder & CEO,
NXTP Labs

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Susana Garcia Robles @RoblesSusanaro Today I feel joy and pride
in my work on behalf of women entrepreneurs @WeXchange14 @
fominbid @moni_pina @GrandaRebeca
NXTP Labs @NXTPLabs - Speed dating time @WeXchange14 @
marta_cruz in action, Now! Speed dating is almost over. When you
make that deal, be sure to credit #WeXchange14!
Speed Dating
The women entrepreneurs had the chance to meet investors and experts and pitch their businesses
to them during the hourlong Speed Dating session.

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Pitch Competition
Do you want to be a trendsetter in the entrepreneurial world? WeXchange asked… and they
answered.
TheWeXchangePitchCompetitionseeksoutandrewardsthemostinnovativewomenentrepreneur
in Latin America and the Caribbean.
WeXchange partner NXTP Labs conducted a pre-selection process involving all of the registered
projects (more than 70), and chose six women to have the opportunity to compete in Miami,
pitching their companies to a jury of international experts.
The first prize winner was announced during the cocktail reception at Freedom Tower (see page
30 for details).
Judges: Juan Vallejo, General Director and
Co-Founder, Inception Capital, Rania Anderson,
Founder, The Way Women Work, Leslie Jump, Founder
and Executive Director, Startup Angels, Humberto
Matsuda, Managing Partner, Performa Investimentos,
Jocelyn Cortez Young, Founder and Executive
Director, Minerva Capital Group.
Carolina Medina,
winner of the
Pitch Competition,
pitching her
company, SokoText.

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 The six finalistS
WeXchange @WeXchange14 - Arranca el Pitch Competition!
Participan: @Almashopping_co @zynnco @FirstJobLatam
@omlatam @Sokotext @zolvers_latam http://ow.ly/i/7TFZR
FOMIN @fominbid - So proud of all the #WeXchange2014 pitch
competition finalists! @RoblesSusanaro @marta_cruz @NXTPLabs
@WeXchange14
WeXchange @WeXchange14 ¡¡Felicitaciones a @carmed04 de @
sokotext, ganadora del Pitch Competition de #WeXchange2014!!
#beinspired
Revista Mprende @revistamprende #Mprende Felicita a la
Colombiana @carmed04 de @sokotext, ganadora del Pitch
Competition de @WeXchange14
iNNpulsa Colombia @InnpulsaCol - Con el triunfo de @
carmed04 en el Pitch Competition de @WeXchange14 celebramos
el Día de la Mujer Emprendedora Latinoamericana y del Caribe
MonicaPinaAlzugaray @moni_pina - Gracias @Miss_Internet
por tu inspiración e incansable apoyo a @WeXchange14 y a las
emprendedoras!
Miss Internet @Miss_Internet - @LorenaEA presentando @
OMLatam en @WeXchange14 #girlsrock

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1 2 3
Sofía Giraudo
(Chile):
Founder of
Firstjob.me
(www.firstjob.me),
a site that recruits
young professionals
with 0-2 years of
job experience.
Cecilia Retegui
(Argentina):
Co-founder of Zolvers
(www.zolvers.com), a
platform designed to
facilitate help for a wide
variety of household
chores, which may
be used in Argentina,
Chile, Colombia, and
Mexico.
4 5 6
Carolina Medina
(Colombia):
Co-founder of SokoText
(www.sokotext.com),
an application that
helps to improve
the distribution of
food products and
other basic goods
in impoverished
neighborhoods.
Maria Leal
(Guatemala):
Founder of Zynn
(www.zynn.co),
a tool that facilitates
precision in business,
by means of mobile
devices and working
in the cloud.
Lorena Amarante
(Argentina):
Co-founder of OM
Latam (www.omlatam.
com), the first Latin
American interactive
social network geared
toward marketing
professionals.
Priscilla Maciel
(Argentina):
Co-founder of
Almashopping (www.
almashopping.com), a
virtual store that offers
beauty products and
cosmetics, and serves
all of Argentina.

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Mentoring Sessions
Women entrepreneurs were given the opportunity to participate in one-on-one mentorship
sessions with more than 30 experts from Latin America and the United States. Entrepreneurs were
asked to identify their mentoring needs and were paired with experts who had specific knowledge
and expertise in the areas they were looking for.

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 Building Better
Opportunities for
Women Entrepreneurs
During the afternoon of the first day, an open dialogue was held that dealt with how the private
and public sectors can contribute to increasing the number of high-growth women entrepreneurs.
Nancy Lee, MIF General Manager; Mariano Mayer, General Manager for Entrepreneurship in the
government of Buenos Aires; Alicia Robb, Senior Fellow at the Kauffman Foundation; Guadalupe
Castañeda, Partner at Ernst & Young Mexico; Catalina Ortiz, CEO of Innpulsa; and Ángeles Navarro,
Director of Global Networks Chile, took part in this enriching discussion.
After the meeting, Mónica Pina Alzugaray (Investment Officer, MIF Early Stage Equity Group) shared
some reflections and conclusions:
Commitment to promote more women entrepreneurs as role models in the media (i.e. interviews,
blogs, etc.). It’s necessary to tell these stories to all audiences.
Commitment to give time flexibility to programs that promote entrepreneurship among women
in the public and private sector.
Commitment to implement different solutions/programs to promote women’s entrepreneurship,
gather lessons learned, and pivot and share those lessons with other organizations promoting
entrepreneurship.
Essentially: MORE ROLE MODELS, MORE FLEXIBILITY,
AND MORE ACTION/LESSONS LEARNED.

iNNpulsa Colombia @InnpulsaCol
Encuentro mujeres emprendedoras @WeXchange14
éxito para Latam! COL participación, ganamos concurso
y @MincomercioCo apoya Dia Emprendedora
Susana Garcia Robles @RoblesSusanaro
Experts gather to talk about ecosystems
@WeXchange14 @NXTPLabs @MartaPAparicio
@gugamayer @cataortiz1 @moni_pina
@GrandaRebeca @fominbid
http://tinyurl.com/ozgtml4
You can view this presentation at
22

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Fireside Chat: The
Never-Ending Challenge...
Finding the Funding
Bedy Yang, Managing Partner of 500 Startups, and Jimena Pardo, Co-founder of the car sharing
service Carrot, gave some tips for entrepreneurs who are trying to bring together enough resources
to make their businesses thrive.
Yang told the audience about some of her experiences at 500 Startups, and Pardo pointed out that
she started her company with her own money.
Here are some useful tips on seeking funding:
1. Know Your Audience.
This means knowing what motivates your investors. Their first priority
is an exit, and secondly they do not want to pass up a good deal.
2. Build Your Network.
Connect with mentors and build bridges to connect with other
entrepreneurs and networks. Know what your expertise and skills are
and build them up.
3. Focus on the “-TION”.
Figure out what creates traction, make things friction-less, take
action, and do it all with good communication.
You can view
this presentation at
Part 1: http://tinyurl.com/pxhul54 -
Part 2: http://tinyurl.com/py98ybf

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 Women Who
Move the World
Anne Ravanona, Founder and CEO of Global Invest Her, and Marta Cruz, Co-founder and Director
of NXTP Labs, shared motivating ideas during their presentations.
Anne Ravanona Commitment: To help women entrepreneurs better understand the funding
process, to gain funding more quickly by learning from successfully funded women entrepreneurs
and investors, and to promote a global community of peers and connections with professionals to
help them reach their funding goals . Be inspired through the stories of great women role models -
you cannot aspire to be something you cannot picture!

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“Believe in yourself. Be yourself.”
"Spread your talent around the world."
"There's a place in hell for women who
don't help other women."
"We can't be Superwoman.”
Aportemos @aportemoshoy @anneravanona
@GlobalInvestHer presente en @WeXchange14
#Miami Maravilloso escuchar tu experiencia!
#WeXchange2014
Dany González @danyglz
11 de dic. We need more women like @anneravanona
@GlobalInvestHer !!!! #inspiring #loveit
#wexchange2014 women who move the world!
Some of Anne Ravanona's comments:

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“Failure is not the end of the game... it is
the kick-off to starting something new
and learning from it. Google’s mantra: ‘Fail
fast, fail smart.’”
“Stop thinking of any limitations and start
thinking of your possibilities.”
“Your potential is greater than your
performance.”
“We can’t change who we are, but we
can change how we act, and how we
participate in the business world.”
Marta Cruz,
Co-founder and
Director of NXTP
Labs, shared
motivating
ideas during her
presentation.

27
mamaconectada @mamaconectada
Escuchar a @marta_cruz y @anneravanona
te inspira a construir tu propia historia #WeXchange
@WeXchange14 @RoblesSusanaro @macalara
Irina Rymshina @iRymshina
Women don't fear failure, they fear success -
@marta_cruz @NXTPLabs @fominbid @macalara
@RoblesSusanaro @WeXchange14 #wexchange14
Laru Linares @laru05 Da el mismo trabajo hacer una
compañia pequeña que una grande vamos a lo grande
@WeXchange14 @CreaPanama @marta_cruz
Rut Sosa @rutsosa
Definir qué es éxito p/ cada una es lo importante dice
@marta_cruz @WeXchange14
Women don't fear failure, they fear success -
@marta_cruz @NXTPLabs @fominbid @macalara
@RoblesSusanaro @WeXchange14 #wexchange14
You can view this presentation at:
http://tinyurl.com/nw3a39m

28
 From the Trenches:
How I Survived the
Entrepreneurial Journey
Leila Velez, CEO and Co-founder, Beleza Natural, strongly believes that not even the sky is the limit.
Her inspiration is to be motivated by passion, and fueled by a sense of accomplishment through her
company, Beleza Natural, as a driving force for social and economic change in Brazil.
She told the audience that self-esteem is a powerful tool for transforming people’s lives. “I am fully
committed to promoting entrepreneurship by participating in groups that foster change in Brazilian
laws and the entrepreneurship ecosystem,” she said. Mulheres do Brasil and CEO Champions are a
couple of examples of the kind of initiatives she supports.
WeXchange @WeXchange14 - Estamos llegando al final!
Leila Velez-Beverly Morgan:"From the Trenches: How I Survived
the Entrepreneurial Journey"

29
Beverley Morgan, Manager, The Competitiveness Company, is inspired by the certainty that
together we can create a better world. She also believes that her firm The Competitiveness Company,
the premier project management consultancy in Jamaica and one of the most recognized in the
Caribbean, has the potential to play a leading role in achieving it.
You can view this presentation at: http://tinyurl.com/kdhr77b
“I am committed to working diligently and creatively
to contribute to the development of an enabling
environment that encourages the participation of
more entrepreneurs, and nurtures their development
and success,” she stated.

30
 Pitch Competition
Awards Ceremony
The first day ended with an evening at the Freedom Tower, where all attendees were able to
connect and get to know each other better. Susana García-Robles and Marta Cruz closed the day
by announcing the winner of the Pitch Competition.
First prize was awarded to Carolina Medina of Colombia, co-founder of SokoText, a social
networking business that uses the power of mobile phones to better meet demand for fresh
food in the slums and unlock wholesale prices for microentrepreneurs.
Small-scale produce vendors and kiosk owners are the gatekeepers for food accessibility in urban
slums. However, a lack of capital means that they cannot afford to buy in bulk, and they travel
long distances to markets every day to buy just enough stock to help them get by. SokoText
leverages the widespread and increasing use of mobile phones to solve these problems, helping
microentrepreneurs become game-changers. With SokoText, they can boost their business while
becoming the key agents that empower people living in impoverished areas to eat better, and
have access to nutritious foods.
Medina is a food security specialist who has experience in the fields of policy research, journalism
and marketing. She is passionate about social impact and different ways of measuring it.

31
FOMIN @fominbid So proud of all the
#WeXchange2014 pitch competition finalists!
@RoblesSusanaro @marta_cruz @NXTPLabs
@WeXchange14
FOMIN @fominbid · 12 de dic.
Congratulations to Carolina Medina and SokoText for
winning the #WeXchange14 pitch competition!
@SokoText
Catalina Ortiz @cataortiz1
Carolina Medina de @SokoText q se lució y ganó
concurso @WeXchange14 Orgullosa de ella y mujeres
emprendedoras Latam
Dany González @danyglz
Carolina de Colombia, presenta @sokotext. Increíble
lo que se puede hacer vía SMS para cambiar el mundo.
Me encanta! #wexchange2014
iNNpulsa Colombia @InnpulsaCol
La emprendedora colombiana Carolina Medina
de @SokoText deja en alto el emprendimiento
latinoamericano en Pitch Competition de
@WeXchange14

32
@CeciAlvarezC apoya Día Mujer Emprendedora enfrentando reto
de + inclusión mujer en crecimiento empresaria
NXTP Labs @NXTPLabs · Hoy anunciamos el día de la
#MujerEmprendedoraLAC. Reafirma tu compromiso
emprendedor y adhiérete al manifiesto en http://ow.ly/FNeq8
Epic Queen @epicqueen "Buscamos igualdad de oportunidades
para las mujeres emprendedoras"- el Manifesto de la Mujer
emprendedora de LATAM y Caribe #WeXchange2014
https://twitter.com/macalara/status/543443098735759360
Sylvia Chebi @sylchebi · 12 de dic. Gobierno de Colombia y
Gobierno de la Ciudad de Buenos Aires apoyan el Día de la Mujer
Emprendedora de Latam en @WeXchange14
CaroDams @DamsCarolina Quiero una remera así!!!!! :)!!!!
Muy buena!! Desde Argentina las acompaño!!! @macalara
@WeXchange14 @fominbid @RoblesSusanaro @marta_cruz
Paty Galvan @patygalb Be a Role Model! Join
#womenentrepreneurLAC http://manifiesto.martacruz.com.ar/
@marta_cruz @fominbid @RoblesSusanaro @WeXchange14
MonicaPinaAlzugaray @moni_pina @WeXchange14 @marta_
cruz : "from now on, on dec 12 we should celebrate the LAC woman
entrepreneur"
You can view this presentation at http://tinyurl.com/lecz89k

33
 Latin American
and Caribbean
Woman
Entrepreneur’s
Day
After an entire year of work and commitment, Marta Cruz, co-founder and managing director
at NXTP Labs, made her goal a reality by establishing December 12 as the Latin American and
Caribbean Woman Entrepreneur’s Day.
On the subject of this new celebration, she stated, “This isn’t just an event, it’s a way to solve a
common problem. Women from all over the region have to constantly face a lack of funding
and recognition for their ideas. Their businesses are much less likely to make a big impact on
society.”
According to Marta Cruz, the spirit of this day is to
think about and promote initiatives to help women
entrepreneurs turn their ideas into successes.
Read the Manifesto and add your signature here:
http://www.mujeremprendedoralac.org/

34
CONSIDERING THAT
. Women entrepreneurs propose equality and
diversity in business leadership.
• For women entrepreneurs, family is an engine and
an inspiration, not an impediment.
• Women entrepreneurs dream of a better world
and work to build it.
• Women’s value needs to be reconsidered, in
business and in society in general.
• The Latin American and Caribbean region
has specific needs related to understanding
and lowering the barriers facing women
entrepreneurs.
• Women entrepreneurs seek equal opportunities
to undertake entrepreneurial ventures, and, if
necessary, to fail and try again.
Manifesto of Women
Entrepreneurs from
Latin America and
the Caribbean

35
WE DECLARE
On December 12, 2014, in the city of Miami, a day on which
women entrepreneurs gathered in an effort to represent
all women entrepreneurs of the region, the Day of the
Woman Entrepreneur of Latin America and the Caribbean
was established. Those gathered signed the following
12-point Manifesto, which set the foundation for working
together towards the future. Those who signed that day,
together with the signatories below, affirm:
1. Women entrepreneurs in Latin America and the Caribbean
must always seek to grow along with their businesses, and to
add value and jobs through their organizations.
2. Women entrepreneurs must become agents of change
who advocate for gender equality in opportunity, so that
other women can undertake enterprises and lead their own
organizations.
3. Women entrepreneurs should actively avoid silent acceptance
and tolerance of the social roles that have systematically
limited women’s entrepreneurial leadership in Latin America
and the Caribbean.
4. Women entrepreneurs should take responsibility for making
their work visible in their communities, so that other women
around them gain courage to start enterprises of their own.
5. Women entrepreneurs should question whether there is a
“gender bias” for deciding who presents their business’ “pitch”
for investment capital.

36
6. The venture capital industry must seek gender diversity in
companies.
7. The venture capital industry should recruit and promote more
women as partners in fund management firms.
8. The venture capital industry should seek out and invest in
early-stage with women on their founding teams.
should power jobs in their communities through an inclusive
and respectful environment, seeking to open communication
and generate opportunities for men and women alike.
should commit to making entrepreneurship a valid lifestyle
choice, rather than a reaction to unemployment and low
wages.
11. Women entrepreneurs will commit to keeping the
entrepreneurial agenda as part of the productive programs of
their cities, countries, and regions.
12. The people and organizations who endorse this manifesto
commit to marking the 12th of December as a day for
creating a space for communication, collaboration, and
learning dedicated to the overcoming the challenges and
barriers facing women entrepreneurs in Latin America and the
Caribbean.

38
 Scenius, not Genius:
An Example of
Collaborative Work
Maca Lara, Communications and Marketing Manager of NXTPLabs, explained how the design of
the logo for Latin American & Caribbean Woman Entrepreneur’s Day came together.
It was a collaborative process where a lot of women entrepreneurs provided their input and points
of view. “Creating an icon or a logo must be a collective process. It can’t be a unilateral solution,” said
Lara. Nothing is the outcome of one single person’s work..

39
Isabela Echeverry P
@iecheverry
@macalara no busquemos
genios - pensemos en
escenios - construcción
colectiva- de lo mejor que
vi en @WeXchange14
@pulsosocial
Carla Cassanello
@carlacassanello "Un genio
no es un genio en sí mismo
si no hay un escenario"
@macalara @WeXchange14
Gary Urteaga
@urteaga
Great talk @macalara
@WeXchange14 #SCENIUS
"the whole ecology of ideas
that give rise to good new
thoughts & work".
isabelle chaquiriand
@ichaquiriand @macalara
genial presentando los
estereotipos femeninos/
masculinos en el #DiaDeLa
MujerEmprendedora
LAC @WeXchange14
Carla Cassanello
@carlacassanello "Estamos
presionadas por estereotipos.
Hay un sólo mensaje: tenemos
que ser lindas" @macalara
@WeXchange14
When entrepreneurs run out
of words, they invent new!
@macalara @NXTPLabs @
WeXchange14 @fominbid
#wexchange14
Anne Ravanona @anneravanona
Fantastic presentation by @macalara from @NXTPLabs
on how designed logo for LATAM & Caribbean Women
Entrepreneurs Day
You can view this presentation at: http://tinyurl.com/lecz89k

40
Tini @tinicha - Interesantísimo todo lo que está explicando
Gustavo Stecher en #WeXchange2014. #design #branding
https://twitter.com/gugamayer/status/543443487086374913
https://twitter.com/urteaga/status/543429040569597953
Patricia Diaz @patdiaz The ingredient for a great brand: identity
through Visual Identity System VIS @gustavostecher
@WeXchange14
Irina Rymshina @iRymshina To build a strong and powerful
brand you only need IDENTITY @gustavostecher @NXTPLabs
@fominbid @WeXchange14 #wexchange14 @marta_cruz
Gustavo Stecher @gustavostecher "The only thing you cannot
fake is your passion" @aarrieta @WeXchange14
Gary Urteaga @urteaga "An image is worth a thousand words
but an icon is worth a thousand images" @gustavostecher
@WeXchange14 @NXTPLabs
You can view this presentation at http://tinyurl.com/lecz89k

41
 How to Build a
Personal and
Collective Brand:
The Power in an Image
Through various symbols of his country, Argentina, Gustavo Stecher, Founder, Nobrand and Menos
es Mas., explained the process by which an image becomes an icon representing an entire nation.
Iconic + cultural branding:
a human condition of belonging to something.
Finding a true identity, just from the root.
A brand’s innovation is in its emotive
and communicative capacity.

42
 Unveiling the Icon
of the Latin American
and Caribbean
Woman Entrepreneur
An icon designed
to reflect a common
identity among
women entrepreneurs
After Marta Cruz and Susana García-Robles unveiled the logo for the Latin American and
Caribbean Woman Entrepreneur’s Day, they declared: The time has come for governments and
organizations from across Latin America and the Caribbean to support and join us in this celebration!

43
You can also join the celebration by signing the manifesto here
http://www.mujeremprendedoralac.org/

45
WeXchange @WeXchange14 -Y se acabo! Hemos llegado al
final del #WeXchange2014! Agradecemos de todo corazón a las
emprendedoras que han participado este año!
FOUNDERSINTOFUNDERS @foundersintofun -Maravilloso
evento @WeXchange14 y felicidades a todas nuestras
emprendedoras de América Latina y el Caribe.
Marifer Legaspi @ferylegas - Argentina & Mexico :)
gracias por todo @macalara ha sido un evento increíble!!
#wexchange14 @WeXchange14
Catalina Ortiz @cataortiz1 - Wonderful women entrepeuners
from all LATAM today at @WeXchange14 Great day of inspiration.
Colombia showing its emerging place as leader
Catalina Ortiz @cataortiz1 - Congrats @marta_cruz y @
RoblesSusanaro @NXTPLabs @fominbid x evento impecable
para enfrentar reto de + mujeres emprendedoras
@WeXchange14
Tweets from after the forum

46
From WeXchange
¡Llegó el día! ¡Da inicio en este momento el #WeXchange2014!
http://ow.ly/i/7TFZ8 // 6 RT- 4 FAV
.@RoblesSusanaro: oficia como Maestro de Ceremonias,
dando la bienvenida a las participantes del #WeXchange2014.
http://ow.ly/i/7TGow // 6 RT - 4 FAV
"The Biggest Lies Entrepreneurs Tell Themselves", avanza el
#WeXchange2014 de la mano de @aarrieta, CEO de @NXTPLabs
http://ow.ly/i/7TG6S // 9 RT - 7 FAV
Ahora: "Building Better Opportunities for Women Entrepreneurs"
un diálogo abierto acerca del crecimiento de las mujeres
emprendedoras. // 8 RT - 6 FAV
Arranca el Pitch Competition! Participan: @Almashopping_co
@zynnco @FirstJobLatam @omlatam @Sokotext @zolvers_
latam http://ow.ly/i/7TFZR // 8 RT - 1 FAV
¡¡Felicitaciones a @carmed04 de @sokotext, ganadora del Pitch
Competition de #WeXchange2014!! #beinspired // 8 RT - 10 FAV
Jimena Pardo y @bedy hablan del problema de conseguir
fondos. "The never ending challenge...finding the funding"
http://ow.ly/i/7TGfn // 6 RT - 5 FAV
.@omlatam: Digital Marketing Literacy is no longer optional for
any kind of business. #wexchange2014 // 4 RT - 8 FAV
.@FirstJobLatam, based in Chile and Colombia, works with 70+
companies and has 70,000+ users @wayrachile @500startups //
7 RT - 3 FAV
From Followers
@carmed04: "If you're not being called crazy when you're
starting off then you're probably not thinking big enough"
@lindarottenberg @WeXchange14 // 13 RT - 8 FAV
Top Tweets WeXchange 2014

47
@cataortiz1: Congrats @marta_cruz y @RoblesSusanaro
@NXTPLabs @fominbid x evento impecable para enfrentar reto
de + mujeres emprendedoras @WeXchange14 // 6 RT - 10 FAV
@mamaconectada: Escuchar a @marta_cruz y @anneravanona
te inspira a construir tu propia historia #WeXchange
@WeXchange14 @RoblesSusanaro @macalara // 10 RT - 7 FAV
@carlacassanello: "There's a place in hell for women who
don't help other women" @anneravanona @WeXchange14 //
6 RT - 4 FAV
@moni_pina: "From the ashes of disaster, grow the roses of
success.learning from our failures will be key for our success"
@RoblesSusanaro @WeXchange14 // 5 RT - 5 FAV
@cataortiz1: Wonderful women entrepeuners from all LATAM
today at @WeXchange14 Great day of inspiration. Colombia
showing its emerging place as leader // 7 RT - 8 FAV
@marta_cruz: Ready to go for rehearsal @WeXchange14
@AlmaShopping_ar @OMLatam @Zolvers_latam @SokoText
@FirstJobLatam @zynnco // 9 RT - 8 FAV
@lavca_org: Dia de la mujer emprendedora de America Latina y
el Caribe!! @NXTPLabs @fominbid @marta_cruz
@WeXchange14 // 10 RT - 10 FAV
@RoblesSusanaro: Today I feel joy and pride in my work
on pro of women entrepreneurs @WeXchange14 @fominbid
@moni_pina @GrandaRebeca // 12 RT - 13 FAV
@patygalb: Be a Role Model! Join #womenentrepreneurLAC
http://manifiesto.martacruz.com.ar/ @marta_cruz @fominbid
@RoblesSusanaro @WeXchange14 // 6 RT - 8 FAV
@GlobalInvestHer: #WeXchange2014 @NXTPLabs
@marta_cruz launches Women Entrepreneurs Day for Latin
America & Caribbean 12/12!Makehistory // 15 RT - 12 FAV
@urteaga: Congrats @NXTPLabs & @fominbid for
@WeXchange14 an amazing plataform for #female
#entrepreneurs #startups @marta_cruz // 11 RT - 16 FAV
@fomin: So proud of all the #WeXchange2014 pitch
competition finalists! @RoblesSusanaro @marta_cruz
@NXTPLabs @WeXchange14 // 16 RT - 11 FAV

48
 SuPPORTERS
Gold Sponsors
Diamond Sponsors
Bronze Sponsors
Outreach Collaborators
Media Collaborators

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