{"id":72621,"date":"2016-08-08T09:59:02","date_gmt":"2016-08-08T13:59:02","guid":{"rendered":"http:\/\/oncubamagazine.com\/?p=72621"},"modified":"2018-11-20T15:41:54","modified_gmt":"2018-11-20T20:41:54","slug":"auge-molding-the-dreams-of-others","status":"publish","type":"post","link":"https:\/\/oncubanews.com\/en\/cuba\/economy\/cuban-economy\/auge-molding-the-dreams-of-others\/","title":{"rendered":"AUGE: Molding the Dreams of Others"},"content":{"rendered":"

They are four friends. They used to spend time dreaming during their gatherings and placing on the table the skills each one of them could contribute to a common enterprise. An economist with a master in Business Administration, a graphic designer, a communicator and a biologist with a master\u2019s degree in International Relations and qualified in Foreign Trade; all of them young, all of them wanting to change together with Cuba.<\/p>\n

They wanted to try themselves out as agents of their own business in a country where there are already more than half a million private workers and thousands of private enterprises. That\u2019s how AUGE was born in October 2014. After almost two years they proudly present themselves with a portfolio of more than 20 clients who have decided to place their trust in them to receive business advice.<\/p>\n

The venture began with a four-month research for a first diagnosis of 128 private businesses in Havana. Between the four they went to businesses in Plaza, Playa and Old Havana and devoted themselves to making \u201cspy client\u201d or \u201csecret client\u201d visits, a research technique adapted to Cuba\u2019s conditions.<\/p>\n

\u201cWe wanted to avoid being taken for inspectors, for example. We passed ourselves off as clients and used an observation guide to detect the business\u2019s concept, if it did have one, its weak and strong points and made an initial list of recommendations for them.\u201d<\/p>\n

\"Photo<\/a>
Photo by Ismario Rodr\u00edguez<\/figcaption><\/figure>\n

\u201cDuring those days,\u201d they say, \u201cwe had no choice but to spend money from the little we had.\u201d That was, let\u2019s say, their seed capital.<\/p>\n

\u201cSometimes we only asked for a coffee or we would share a small bottle of water. At others we would go with the story that we were organizing a celebration for our parent\u2019s 50th wedding anniversary, or the New Year\u2019s Eve party of a supposed enterprise for which we were working. And then they would give us a great deal of information.\u201d<\/p>\n

In the end they got what they needed: a map to know where to start off and which doors to knock on to provide their business advice services.<\/p>\n

There were many people who tried to dissuade them. \u201cThe people here don\u2019t know about marketing,\u201d they would tell them. \u201cBut we have verified that the people do know and do understand.\u201d<\/p>\n

The majority of the clients comprised already established businesses and asked for help to improve their work: from graphic design solutions to the re-launching of brand or repairs in their model. Others have sought out AUGE to make feasibility studies, to organize a concept, to prepare their birth.<\/p>\n

\u201cNow there is a will among the owners who perceive their needs and can pay for that type of services.\u201d<\/p>\n

Everything has changed. In the 1990s there were only a handful of paladares<\/em> in Havana, which could only have 12 chairs. Today there are more than 500 restaurants in the capital. Some are rather large and they compete with international standards. \u201cWe in AUGE have tried to build an offer that can be accessed by these new entrepreneurs.\u201d<\/p>\n

Up to now they gave provided services to businesses that are still predominant in Cuba and that have more needs for sharing and establishing their advantages: restaurants, bars, cafeterias, software development teams, spas, gyms.<\/p>\n

\u201cToday we can sell AUGE\u2019s services easier than two years ago. Not only because we have more experience and we feel surer of ourselves, but also because there is a greater need in the market for applying this type of knowhow.\u201d<\/p>\n

\"Photo<\/a>
Photo by Ismario Rodr\u00edguez<\/figcaption><\/figure>\n

AUGE is a team that has already surpassed its four original members. \u201cOur philosophy is to give a comprehensive service, but without trying to display what we are not. When we need specialization in other areas we seek professionals.\u201d AUGE creates alliances to resolve problems. There is already in Cuba a network of businesses that provide professional services to other businesses in the most diverse areas.<\/p>\n

The majority of them have had to prepare the ground with difficulties, with a restrictive legal framework. Their work depends on highly valuable technical and professional knowhow. At times their functions are not correctly understood by the regulators.<\/p>\n

\u201cThose who decide to be enterprising play a positive role in society. They are not necessarily people who are going to get rich; they are not the embryo of heartless capitalists. They are the ones who generate service, supply a product that\u2019s not available, generate jobs, pay taxes and contribute to redistributing wealth and to financing the social programs that distinguish this society.\u201d<\/p>\n

The entrepreneurs in Cuba need some fundamental boosts: many more training actions, multiplication of financial facilities and spaces for dialogue among them and with the authorities. \u201cUnfortunately today that dialogue exists in very few places.\u201d<\/p>\n

\u201cThe situation of the reestablishment of relations between the United States and Cuba,\u201d they say, \u201cfar from being inhibiting should promote more the development of this sector based on a serious political will. The express aim of the U.S. government is to use private enterprise as an agent of change, it should be an additional incentive to favor a sector with an awareness of Cuba, persons who are patriotic and who understand their role in this society. The funny part is that these people exist, there are many of them. You just have to continue struggling with problems, obstacles, suspicions\u2026.\u201d<\/p>\n

AUGE has the possibility of helping to turn the dreams of others into efficient, lasting realities. Last May they were represented in the 7th<\/em> Annual Global Entrepreneurship Summit held in Palo Alto, California. Together with 10 other Cuban private enterprises they got to know firsthand about experiences from all parts of the world. They were able to reaffirm that undertaking a business, under any circumstance, is difficult. The thing is to fall in love with an idea \u2013 the better if it\u2019s good \u2013 and not abandon the ring in the first round.<\/p>\n

***<\/p>\n

AUGE is the sum and integration of these professionals:<\/p>\n

Lyly D\u00edaz, graphic designer<\/p>\n

Suselmi Mart\u00edn Guilarte, communicator<\/p>\n

Oniel D\u00edaz Castellanos, biologist, master in International Relations and qualified in Foreign Trade<\/p>\n

Frank Orta, economist with a master\u2019s degree in Business Administration<\/p>\n","protected":false},"excerpt":{"rendered":"

They are four friends. They used to spend time dreaming during their gatherings and placing on the table the skills each one of them could contribute to a common enterprise. An economist with a master in Business Administration, a graphic designer, a communicator and a biologist with a master\u2019s degree in International Relations and qualified […]<\/p>\n","protected":false},"author":3685,"featured_media":72624,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[13904],"tags":[],"ppma_author":[33674,7171],"class_list":["post-72621","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cuban-economy"],"acf":[],"yoast_head":"\nAUGE: Molding the Dreams of Others | OnCubaNews English<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/oncubanews.com\/en\/cuba\/economy\/cuban-economy\/auge-molding-the-dreams-of-others\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AUGE: Molding the Dreams of Others | OnCubaNews English\" \/>\n<meta property=\"og:description\" content=\"They are four friends. 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