Los que la vieron primero

Tuvieron una idea y aunque muchos (o no tantos) siguieron sus pasos, por ser los primeros obtuvieron ventajas competitivas. En primera persona, beneficios y riesgos de ser pionero.

Ser primero implica aportar algo nuevo al mercado, por más grande o pequeña que sea la innovación siempre hay un cambio. Ser el primero tiene sus riesgos y para enfrentarlos hay que asumir que también se está solo. Sin embargo -coinciden los especialistas- los pioneros saben que el costo de equivocarse es siempre menor al costo de no hacer nada.

Sebastián Cantero, broker inmobiliario y titular de una firma de bienes raíces que lleva su nombre, decidió hace unos cinco años correr la mirada. Estaba seguro que las oportunidades no se limitaban a Palermo, Caballito o Recoleta. Entonces apuntó donde hasta ese momento nadie miraba: las tierras inhóspitas de Añelo. O sea el sur, pero muy al sur, allá en la Patagonia. Añelo es una localidad que tenía entonces 2.700 habitantes, ubicada en el centro-oeste de Neuquén, a 100 kilómetros de la capital provincial. ¿Qué vio Cantero en Añelo? El acceso a Vaca Muerta y la oportunidad de construir casas para albergar a los trabajadores del yacimiento que a diario deben trasladarse desde Neuquén. Hace casi cuatro años, cuando Cantero junto a un grupo inversor adquirió las tierras para construir –recuerda- la hectárea valía alrededor de U$S 5.000, pero a medida que Vaca Muerta se fue consolidando y las empresas petroleras fueron poniendo sus bases operativas en Añelo, las tierras se fueron valorizando; hoy, asegura, el valor ronda los U$S 400.000 y esa fue, claro está, una de las primeras ventajas competitivas que logró por haber sido el primero. Sin embargo, no fue la única. “Otra gran ventaja, comenta, fue ganar el interés de las multinacionales del sector petrolero como clientes. Empresas como YPF, Shell o Víctor Contreras le alquilan a Cantero un pool de unidades para albergar tanto a sus directivos como a los trabajadores de boca de pozo”.
Por último y no por ello menos importante, Cantero obtuvo información estratégica: “Tengo el conocimiento pleno de lo que pasa y de lo que va pasar en Añelo y cuento con tres años de ventaja sobre cómo se afrontan los desafíos de construir en un lugar con un clima muy hostil, con vientos que superan los 140 Km/h, con dificultades para la extracción de agua y capacidad eléctrica deficitaria. Este es hoy mi mayor capital, de hecho muchas empresas se nos acercan para pedirnos asesoramiento para comprar y decidir qué construir“, explica el broker.

El equipo de GrupoUnoLed

LEDS EN VÍA PÚBLICA

Así como Cantero incorporó una nueva plaza al mercado inmobiliario, Javier Miranda añadió al mercado de la publicidad y las pantallas LED a clientes que, hasta 2013 cuando fundó Grupo UNO LED, no podían acceder por los altos costos que implicaba, por un lado, la instalación y mantenimiento de las pantallas y, por otro, el diseño publicitario.
En términos generales, explican desde Grupo UNO LED, el proceso para realizar publicidad en vía pública no era tarea sencilla: los interesados debían contactar a una planificadora de medios para comprar los espacios y luego a un equipo de creativos que diseñasen las publicidades; solo dos de la larga lista de intermediarios. Es en este punto que Miranda fue pionero: democratizó la industria publicitaria permitiendo que pequeños y medianos comerciantes se ahorren el engorroso proceso y puedan acceder a la publicidad en vía pública con precios acordes, facilidades de pago y con un servicio de posventa particular ¿Cómo? De por vida y gratuito:

“Nosotros le diseñamos gratis el contenido de la publicidad para que se ahorre el costo de contratar a un diseñador. También le reparamos o cambiamos sin cargo los repuestos que puedan necesitar”, detalla el CEO de Grupo UNO LED, que solo en Argentina lleva más de 500 pantallas vendidas y tiene oficinas en España, Bolivia, Costa de Marfil y Republica Dominicana.

Para Fernando Luchetti, coach y entrenador de negocios, una de las principales ventajas de ser un First Mover Advantage (FMA) dentro de un negocio es la de establecer nuevos parámetros dentro de un sector y producir estándares diferentes, que su vez fijan nuevas barreras de ingreso que fortalecen la propuesta de valor existente y la aumentan. En este sentido, según Miranda, cualquiera puede importar, ensamblar y vender una pantalla LED, pero no todos tienen la estructura y el conocimiento para ofrecer diseño (antes de Grupo Uno Led, Miranda tuvo una imprenta). Así, el propio modelo de negocio es la principal barrera de entrada.

EL GRAN ESCAPE

Danil Tchapovski dice ser muy impulsivo y que cuando se le ocurre una idea emprende sin más vueltas. De hecho, cuando conoció en un viaje a Rusia, su país natal, las salas de escape pensó que era una idea original para traer a la Argentina. Le valió confirmar que no existía nada igual en el país, pero reconoce que no se dedicó a testear si había un público dispuesto a encerrarse en una habitación para intentar escapar. Sin embargo, juntó sus ahorros, un poco más de $40.000 e inauguró en 2014 Juegos Mentales con una primera sala en San Telmo “Así me fue también. Los primeros tres meses no vino nadie. Salía a repartir folletos y hacía publicidad en redes sociales, pero era un fracaso. Hasta fui a recorrer bares del barrio para pedirle a la gente que por favor vayan a probar la experiencia, pero ni gratis querían ir. Ya no me quedaba ni plata para el alquiler y estaba pensando en cerrar”, confiesa. Fue una nota periodística la que finalmente logró convencer al público que valía ir a probar. Desde entonces, asegura, Juegos Mentales no deja de crecer y, por supuesto, a lo largo de los años aparecieron también otras salas de escape a competirle.
De hecho, para dar respuesta a la creciente demanda al poco tiempo tuvieron que salir a abrir más sucursales y empezar a franquiciar el negocio. Hoy Juegos Mentales tiene 12 locales operando; uno en Montevideo (Uruguay).
Cada sucursal, dependiendo de sus dimensiones, tiene cuatro o cinco opciones diferentes de juegos.
Otra ventaja que el CEO de Juegos Mentales atribuye al hecho de haber sido el primero es ganar la confianza de gigantes como Google con quien en 2017 celebró una alianza y armaron en Recoleta un juego juntos.

“Google necesitaba en Argentina un espacio para sus iniciativas de team building. Ellos armaron el juego, hicieron los guiones, la aplicación y pusieron a disposición a todo su equipo. Nosotros nos ocupamos de la puesta en marcha y la obra”, relata.

El resultado del trabajo en conjunto fue la sala Da Vinci, un juego de escape que utiliza inteligencia artificial y el machine learning y por supuesto, todas las aplicaciones de Google, desde sus mapas interactivos hasta su traductor. La sala está a disposición de todo el público y, cada tanto Google, la utiliza para sus empleados o eventos empresariales.

“Hoy tenemos una cartera de 600 empresas a las que le hacemos los team building y que van desde laboratorios hasta bancos. Juegos Mentales tiene una exposición muy grande y los clientes saben que no vamos a fallar”, dice orgulloso Tchapovski.

Hoy otros nombres de salas de escape aparecen en el mercado del entretenimiento, y esa para Tchapovski es una buena noticia: “Abrimos el mercado para todos, pero ya superé el miedo de repetir la historia de los parripollos y las canchas de paddle. Esto es muy diferente, cuánto más salas (propias, de franquiciados o de otras marcas) generan más clientes y la realidad es que las salas captamos el 1 % de la capacidad del mercado argentinos entonces la apertura de una nueva empresa no perjudica, al contrario, lo potencia porque todos tenemos juegos distintos y como la gente juega una sola vez cada uno, siempre está buscando nuevos entonces un cliente el cliente de Juegos Mentales que ya probó todos los juegos sigue jugando con otra firma y viceversa; nos vamos potenciando”, explica Danil que factura alrededor de $15.000.000 al año.

Laura Andahazi Kasnya


UN VINO ANTIAGE

Abandonaron la psicología una y la farmacia la otra, y así Lorena González y Laura Hernández alumbraron Skin Wine, el emprendimiento que estas dos socias están llevando adelante desde 2017. Se trata del primer vino “antiage” del mundo: un Malbec joven con el doble de antioxidantes habituales, que viene en una única presentación de 500 centímetros cúbicos.
Aunque casi el 50% de los compradores son varones, Skin Wine está pensado por y para mujeres ¿Por qué? Porque González y Hernández se cansaron de la indiferencia de los hombres frente al gusto de la mujer por el vino: “De alguna manera hubo algo de rebeldía cuando se gestó este proyecto porque era muy irritante cuando íbamos a las distintas bodegas a hacer degustaciones y que los mozos les entregaran las copas a nuestras parejas, nunca a nosotras”, recuerda González. La primera cosecha de sus vinos fue para 6.000 botellas; este año replicaron la misma cantidad y ya se encuentran envasando la tercera edición. Además, las socias están tramitando los permisos de exportación para cumplir con los pedidos que les llegan desde Paraguay, Uruguay y, un poco más allá desde China y Japón. En 2018 la facturación de Skin Wine superó los $2.500.000 y la venta se realiza a nivel local a través de su web y redes sociales a todo el país. ¿En qué son pioneras? Respuesta: ¿Parece poco ofrecer el primer y único vino que, como una crema, combate el estrés oxidativo que se acumula a diario en la piel? …


 

Prensa Económica

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