Ebert Trujillo, affectionately known as Uncle, is a Cuban who, inspired by his travels in South America decided to start a cycle tourism business in Havana. His familiarity with the versatile vehicle that served him for years first for moving to school and then to work , earned him to add this proposal , creative and unusual in the Havana context – to the long list of private businesses in Cuba , within the process of economic restructuring carried out by the government of the island since 2008.
To know some details of his business, which Internet use plays a key role, OnCuba spoke with Ebert.
Cycling??
Like many people of our generation, the Chinese bike was my means of transportation to the high school, on vacation, for example, we went in groups to the eastern beaches or Lenin Park. For a long time I did not have a decent bike , until 2009 when I bought one good to go to work, since then I have not got in a bus anymore.
During my stay in Buenos Aires, Argentina, I learned about a very cheap deal for a city bike tour at night to make it interesting. I loved the fresh approach of the two guides who looked after us. I had a vision of the city I did not know about. Another time I did a tour in Bariloche, Patagonia. On that second occasion there was the spark that ignited in my head.
I had been thinking for long what I wanted to do for a living in Cuba. I did not want to create a business just because of making money. I wanted something that I was passionate about and inspired me to want to do well and improve every day. From there I began to shape the idea. I had to adapt the concept to my city, Cuba in general. What we do today is only part of the many ideas that I have written. That is, there are several steps that we will implement over time.
Did you have any obstacles?
The opening gave me the opportunity to seriously consider having my own business. In the famous list of the self-employment activities the Cuban government legalized there is none that reads “renting” something or tour services. I needed a license that would allow me to rent my bike and offer guided tours, or to allow me to walk freely with customers. The official at the labor office where I went to ask for counsel, explained me that there wasn’t a license for that. Luckily some months later things changed. The license which I decided it would suit me was Sports Instructor.
Recently they authorized self-employed to offer services of tours and make contracts with state tourism agencies. I am really interested in doing things like not having to hide. Pay what you need as a tax, and clear accounts!
What is new with this bike tour?
What I do in itself is very popular in many cities. I know there are many in Cuba who had thought about this type of business, even some that do it on a smaller scale. However there is something that, at least I think, makes a difference. We (I should clarify, we are a group) want to show more than what is offered in tourist agencies, or travel guides. These operate much on what is Cuban image: either sites of architectural, historical and cultural interest. Everyone is sold Old Havana, the troubadours and the mojito.
We want to go beyond these images. We want to show where the daily lives of Cubans take place, the neighborhoods that are not exactly El Vedado or Habana Vieja, sites that have to do with the average Cuban. An example would be the Plaza de Cuatro Caminos, which we included in our journey because it is Cuba at its purest. Also we designed a path to ride across the Bay in Regla and Guanabacoa . Even my dear faded Alamar has a lot to show travelers who really interested in delving into Cuba.
How did you get the bikes?
Good question. All my bikes are second hand or several hands indeed. All bought in Cuba. Luckily for me and for many others, there is the Cuban version of Craigslist, the controversial Revolico website. This site allowed me to track all the bikes that were worthy. I went to many places. Guanabo , Lenin Park , Sevillano , Boyeros. Some were ideal; in others I went totally wrong. Even a tandem (double bike) I was able to get in Guanabacoa . From each seller I asked to draft me something like a receipt of purchase. I tried to choose models with good components, parts that were durable.
Is the target audience Cuban or foreign or both?
I wish I could say all, but I cannot yet. I hope that will be the case in the future. I offer a quality service, and that has a cost. Keeping bicycles costs, replacing parts, replacing bikes when no longer can be used. That raises the price of the service to figures a Cuban would not pay yet. Then the approach is basically to overseas audiences. But I’m interested in offering it to Cubans also; I found a way to do it. When I have a number of foreign customers to comfortably cover certain expenses, Cubans will be included, at a price that could be called at cost. I have done so several times, and I will continue to do it whenever possible.
How can we access this service?
At the moment we are a company with no fixed address. We respond to a phone number, profiles and websites on the Internet. Clients contact us and we give them guidance. The quote, the date and time indicated in a meeting and their bikes await them. The journey ends where it begins. Now we work on the issue of advertising, to make us known in mainly private houses, and under the new law, very early in hotels and tourism agencies. The minute we find a place we will have our sign on the door .
How has the use of Internet affected in the socialization of your business?
Without the Internet this project would not exist. Like any tool, it is useless if you cannot use. If you know how, you may report the profit that you did not expect, and so I went. I started with a simple Facebook page for business. The next day a user was contacting me and asking for information. Facebook is more than just pictures and friends. It has a powerful platform for companies. Eventually I was conceiving the idea of a website. It’s almost ready and I will start promoting it. I also used the platform www.tripadvisors.com , one of the largest rating sites . It allows you to locate our business, and what’s even better, customers write references on how they found it when they visited us.
Clients communicate by e-mail while away from Cuba. I still have other platforms to exploit rating sites, such as those dedicated exclusively to tour cycling.
Internet can be much more proactive when it comes to be known. I’m not interested in brutal advertising I’ve seen in some countries, it is maddening. But within the framework of what interests me appear acceptable in view of potential customers.
What will you base for setting rates are? Could you talk profit and losses?
Shaping prices cost me a lot of work, in fact they are still subject to change, because every day I learn more. I set out to make a study of the rates that are used in the world. They are all very matched, especially in the city tours. Then I focused on representing that rate in a country like Cuba. I usually ended up reducing by 5 to 7 percent. We are not yet competitive enough.
I faced an investment that I hope to recover. Usually customers have been satisfied with service and cost. It always appears someone saying ‘ In my country it is cheaper ‘, but hey, there will be things that are more expensive. For longer trips I ‘m still in the formation of prices. It is more difficult, because it takes into account other factors, such as accommodation, salary for the guide and pocket money for meals. Sometimes they are multi-day excursions.
On gains, I think an investment like this can recover in about 2 years. Achieving a period of pure profit can be difficult, because bikes are not new, some will be replaced. But I am pleased with how investment is recovering.
On losses, since we are dependent on tourism, a tourist low is a loss. So we must work services as a specialized repair shop, which will employ a few and help in the “dead time”.
Written by: Yeniela Cedeño
Photos: Courtesy of the interviewee
