Prologue. Sincerely, Catalina Ortiz CEO innpulsa Colombia

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3 Index Prologue... 2 Acsendo... 3 Aentropico... 5 Aflore... 7 Agroprocesos... 9 ApiFlower Calderon Lab Catalina Duque Citypoints Cívico ClickDelivery CMSoftlutions EcoMumPack Expert Information Fluvip Gardedam Therapeutics Genki GranPanda Inbiotech (Inbiotech S.A.) Ingerecuperar Keraderm Las Partes Mavish Mejorando.la Nethub Opener Positive ID ProcessOnline Progal BT Sequoia Space Superlikers TareasPlus Tiqal Ubidots Ubiquo Disclaimer... 70

4 Prologue The Government of Colombia is betting on innovation as a driver for business growth. Behind this ambitious bet there are several state agencies working together with complementary functions. This first portfolio of dynamic startups is a contribution from innpulsa Colombia to showcase some of the most courageous colombian companies that demonstrate the potential to succeed globally. We deem these companies suitable for investment, broader international reach, and prone for national and international partnerships. The Colombian companies with EXTRAordinary value presented in this publication are a true sample of all the remarkable things that are taking place in our country, resembling the discovery and awakening of companies that can compete, or that are already competing, at an international scale. In this portfolio you will find visionary companies and entrepreneurs that are able to identify opportunities where others do not, showing courage and demonstrating perseverance to succeed, with the wit to do things differently, and with clear a determination strive. These are some of the best Colombian startups to invest in, or partner with. As with any first version, this document may have omitted or overlooked some companies. If you want your company to be included in this portfolio, you can submit verifiable information and business data to innpulsa Colombia. You can also find contact information on any of the companies listed, or obtain more information on Colombia s strategy for promoting investment, innovation and internationalization. Welcome to Colombia, a country that seeks entrepreneurship and innovation. You will see how these companies and the efforts of all those involved in this project will put Colombia on the map of global innovation, thus generating exceptional value for everyone. Sincerely, Catalina Ortiz CEO innpulsa Colombia

5 Acsendo Founders: José Vélez Martin Schrimpff Carlos Santana Category: HRM Employee performance management systems for mid-sized companies. Acsendo measures the performance of the employees already working for companies crossing assessment goals with key performance indicators. Within less than an hour, a company can go from not having a single process for employee performance management, to having a full HR management solution, including work environment assessment tools, competency and goal management utilities, on a no-nonsense user interface. Specialized Knowledge: Acsendo knows in depth the processes implemented by human resources management consulting firms. These were their first customers. Today they are able to establish a performance management system that allows employee participation and alignment with key business objectives. Passion Factor: Acsendo is the first human resources Colombian software company to sell and significantly advance in HRM solutions in Latin America. Acsendo promotes meritocracy within organizations, and allows the company to make the right decisions subject to employee performance, such as wage increases, delivery of bonuses, promotions, internal movements and retaining top talent. Sales: USD 250 K Revenue Potential in 5 years: USD 30MM The potential market for this human resource management software has been estimated in more than 200,000 SMEs in the US alone with still no evident competitors on sight. Company and Opportunity Overview: Initially, the Colombian market was not ready for SaaS products, so the first versions were OnDemand solutions. They ventured into the world of human resources through the main HRM consulting firms, becoming their strategic partners. This knowledge is one of its most valuable assets. In 2012, Acsendo won Innpulsa Mipyme s call for Business Innovation, with which they launched in 2014 a fully Self Service version of Acsendo. The new tool is world class and aims to access international markets. Acsendo was part of the 2013 Mass Challenge cohort in Boston. 3

6 Libertad y Orden Acsendo Acsendo was part of the 2013 Mass Challenge cohort in Boston. This company is able to learn from failure: the product s user experience was a great challenge in Now, they currently provide full self-service customizable HR solutions that can be easily implemented in 1 hour. Products: Acsendo provides mid-sized companies a platform for employee performance management which was formerly reserved for large corporations. At the same time, Acsendo helps employees understand how their work can contribute to the company s strategic goals. The solution includes: Competencies: a simple model to understand and apply in business. Goal Management: Basic key performance indicators to align employees with corporate objectives. Work environment: Identify critical factors within companies. Rating: Recognition module by sending medals between contributors. Resumes and organization: Managing information relate to contributors and roles. Revenues per customer: USD 6,000 / year. The solution includes: Competencies: a simple model to understand and apply in business. Goal Management: Basic key performance indicators to align employees with corporate objectives. Work environment: Identify critical factors within companies. Rating: Recognition module by sending medals between contributors. Resumes and organization: Managing information relate to contributors and roles. Revenues per customer: USD 6,000 / year. Challenges and Risks: Selling over the internet to mid-sized companies has proven to be challenging. This past year Acsendo has worked closely with Hubspot to refine their B2B online marketing and sales efforts, and numbers are improving fast. Acsendo has space for soon becoming a market leader and a relevant player in the Latin American mid-sized companies human resource management solution industry. If a company has never done anything related to HRM, this solution must be their first step. 4

7 Aentropico Category: Predictive analytics for big data apps. Aentropico is a startup venture to bring data science to everyday life in order to solve complex problems. Using their proprietary Data Apps, Aentropico responds to business questions based on company information, while generating user-friendly visual reports that provide insight to improve decision-making in organizations. Specialized knowledge: The founders and their advisor network have a unique knowledge of complex data systems; the tools to model these systems help non-technical people understand big sets of information. Aentropico is at the core of data science, creating tools to enhance Predictive Analytics for decision makers. The Team has excellent developers, data scientists, and a powerful advisory network that includes Prof. Cesar Hidalgo (MIT MediaLab) and Iván Díaz (Postdoc in Biostatistics - Johns Hopkins University). Aentropico has parameterized over 100 business problems in their platform. They are currently beta testing their Retail Data Apps for customer segmentation and market basket analysis in an open data environment. Passion Factor: Aentropico solves complex problems at organizational and individual level through data apps. Help organizations to understand how to use the information they generated and allow them to access specific responses of their business problems. Sales: Approx. USD 200K Revenue Potential in 5 years: > USD 20MM Company and Opportunity Overview: Aentropico blends two concepts: Entropy, a measure of disorder and the Anthropic principle, which states that every theory has to be human-centered in order to be valid. Founders: Aentropico uses Predictive Analytics in order to transform stored Sebastián Pérez Saaibi CEO Aentropico. enterprise data and information into useful insight for decision makers. Juan Pablo Marín Díaz CEO Aentropico. 5

8 Libertad y Orden Aentropico Products: Predictive Analytic platform with Data Apps that solves specific business questions for companies. This platform provides answers to entrepreneurs while transforming their data into useful information to support decision-making in their companies. To plan promotions, segmenting customers and even determine the anchor store products, there is a data app in Aentropico s platform. Achievements: Raised USD 150K in convertible financing from angel investors in Latam (including NXTPLabs). In 2012 they received USD 55K from Fundación Bavaria, Startup Chile & Innocentive. In 2013 they received USD 140K from Startup Brasil & innpulsa - MassChallenge. Aentropico was part of incubators and accelerators across north and South America such as Startup Chile (Chile), MassChallenge (Boston) and StartupBrasil (Brazil). Challenges and Risks: Big Data applications are in their early development years, they still need some time before they are widely adopted as business tools. Aentropico works to increase users exposure to their DataApps by opening their DataApp platform, reducing their sales cycles and facilitating value delivery. Aentropico has a clear strategy to position the company in a niche market dominated by big players like IBM, Oracle and SAP. 6

9 Aflore Founder: Ana María Barrera CEO Aflore. Category: Financial services for the emerging middle class. Aflore provides loans and insurance policies through a network of informal financial advisors. The network leverages on existing social networks in Latin America, bridging the gap between credit needs and the low value perceived in traditional financial services for this demographic. Specialized knowledge: Financial product structuring and management in emerging markets in Asia and Latin America. Passion Factor: Aflore is born out of Polymath Ventures, a company builder launched in Colombia in 2012 by a group of foreign experienced global entrepreneurs. These visionaries saw a huge opportunity in developing a new generation of companies to serve the unmet needs of millions of people who are part of the emerging middle class in Latin America. Sales: Not reported Revenue Potential in 5 years: +USD 20MM Company and Opportunity Overview: The company was born in the summer of 2012, the first pilot was launched after a phase of investigation and design. Since then, the company has been assembling a team, operating and raising investments to scale to the next phase. Low penetration of financial services is only one of the opportunities Aflore has identified. They have discovered that a main issue is customer engagement with financial institutions; a large portion of the population show small usage of financial products, as people distrust banks and do not see much value in the current banking options available. Products: Impulsa: Flexible individual loans, ranging from COP 500,000 to COP 10 million (USD 250 USD 5,000) 7

10 Libertad y Orden Aflore Micro-insurance and other types of loans will be launched soon. Channel: a network of Informal Advisors (IAs) IAs are community members that people trust and come to for financial help and advice. They know the financial and personal situations of those they advise. Aflore trains and partners with IAs to become the face of the company. IAs provides key information for risk analysis and distributes Aflore products. Several countries in Latin America, including Mexico, Peru, Brazil and Ecuador, exhibit the same behavior regarding informal advisors and the type of financial products demanded. Aflore will expand operations to these countries once they have a solid foot in Colombia. Challenges and Risks: Several countries in Latin America, including Mexico, Peru and Chile, exhibit the same behavior regarding informal advisors and the type of financial products demanded. Aflore will expand operations to these countries once they have a solid foot in Colombia. 8

11 Agroprocesos Founder: Cristian Caicedo Category: Coconut fruit products. Agroprocesos makes coconut products for food companies and restaurant chains. Specialized knowledge: Agroprocesos has been working for years in the agro-industrial sector, hand in hand with coconut farmers of Nariño and Cauca in Colombia. They commercialize raw coconuts and also transform and export coconut based products. Few companies know more about the coconut business in Nariño, or have a bigger business network than Agroprocesos. Passion Factor: Agroprocesos has a clear goal: to change the lives of families in the coconut plantations of Nariño. To achieve this goal, Agroprocesos is building a solid business that creates coconut based products with higher added value. Sales: >USD 500K Revenue Potential in 5 years: +USD 4MM Company and Opportunity Overview: Agroprocesos is a true entrepreneurial resilience story. In 2003, three friends decided to create a company to trade exotic fruits. Two years later, they only had sleepless nights and debt. Two partners quitted, and Agroprocesos current manager was left with the motivation and courage to truly understand and exploit the exotic fruit market. Agroprocesos founder focused all of his efforts on coconut. He started marketing the fruit and then used the money he earned to buy machinery. He began to process coconut and create high added value products. After months of hard work, he gained his first seed capital through SENA s Fondo Emprender, and managed to increase his production and conquer new markets. In the following years, he was awarded another grant from Destapa Futuro (a local program to support entrepreneurs) to further expand his business, supplying companies outside Nariño and Cauca and exporting his products to Ecuador. 9

12 Libertad y Orden Agroprocesos Products: Dehydrated natural coconut Coconut milk Shredded coconut Coconut flakes Achievements: 2006 Seed capital from SENA Fondo Emprender 2010 USD $50K Grant by Destapa Futuro Program 2011 Agroprocesos was chosen as a supplier of Wok, the biggest socially responsible restaurant chain in Colombia Challenges and Risks: Coconut fruit suppliers are families with small harvest areas, vulnerable to social unrest in places plagued by illegal armed groups. 10

13 Apiflower Founder: Fredy Téllez Category: Natural Phytocosmetics and Cosmeceuticals. APIFLOWER engages in research, development and distribution of natural cosmetics including anti-aging, moisturizers, exfoliation and sun protection products. APIFLOWER products are manufactured with ingredients from the Colombian biodiversity - apiculture resins and native species from the Amazon. Despite being a lawyer, founder Fredy Tellez, is an authority in apitherapy after spending years researching the properties of different honeybee byproducts. His company is the result of developed curiosity in the face of adversity. Specialized Knowledge: Apitherapy is a field of study in itself, but when combined with natural extracts of native amazon species, it reaches a whole new level in alternative therapies. So far, no one has taken this approach to develop cosmeceuticals and phytocosmetics for skin care. Passion Factor: Believing that innovation is not only for large companies, but that it is the only way small Colombian companies can compete with large established players. How else can we compete with a 100-year old brand that is omnipresent in the market? says Fredy, CEO. Sales: Not reported Revenue Potential in 5 years: >USD 20MM Company and Opportunity Overview: Apiflower began as a simple retailer of honeybee byproducts with just USD 45K in invested capital and reached almost USD 500K in sales shortly after. However, rising honey prices and rent increases almost banished them. The situation forced the founders to rethink the company, diverging towards added value products. Then, about came the idea of using propolis, a resin found in bee hives. A research team was assembled with people as passionate as Fredy for building innovative cosmeceutical products. 11

14 Libertad y Orden Apiflower The initial product - a shampoo was not successful, so they set out to build their first skin care product, which turned out to be an immediate success. Apiflower currently sells their products to countries like Russia, and their next goal is to sell their natural cosmetics all over the world. There is no other company in the world manufacturing dermocosmetic products based on research from propolis. Products: Apiflower knew from the beginning that the new dermocosmetics product line would have a global appeal due to its unique formulation and use of natural ingredients. Challenges and Risks: Distribution: the quality and specialty of their products requires direct consumer sales. This is an obvious challenge for a small company that wants to scale globally. However, if this company was able to go from selling honey to researching and developing high-end natural cosmetics, they might as well be able to pull it off. Global Reach: Future plans in APIFLOWER include the consolidation of their current presence in the Russian market and reaching greater distribution in Canada, UK and Germany. The result of their research is a high quality therapeutic product. This is the spearhead for building a global brand. 12

15 Calderón Labs Founder: Felipe Calderón Category: Waste management for plastic residues CALDERON LABS developed a technology that allows them to recover 70% of the total mass of plastic residues into oils than can be distilled into different types of commercial grade fuels (Plasticombustible Plastic Fuel). Specialized Knowledge: Ability to design and build machinery for complex industrial processes. Sourcing manufacturing from Chinese contractors and adapting designs from different applications to come up with a unique and cost effective full capability infrastructure. Felipe discovered that machinery for depolymerization of plastic residues has been built for developed economies, but it is so expensive that it is impossible to use it in emerging markets. This problem led Felipe to design a machine that is not as automated as the latest technologies, but nevertheless, an order of magnitude cheaper. This opened the possibility of a creating a lucrative business for processing plastic residues in countries like Colombia. Passion Factor: The possibility of recovering hundreds of thousands of tons of plastic residue in cities in the developing world, with an industrial process designed in Colombia, for countries similar to Colombia Sales: Not reported Revenue Potential in 5 years: USD 20MM Company and Opportunity Overview: The company began as the result of palm oil research. The founders discovered that oil extracted from plastic was much better than palm oil, and Felipe found out that the industrial processes for recovering such oil were used on a daily basis in industrialized countries. 13

16 Libertad y Orden Calderón Labs While on a trip to Germany, Felipe was convinced that he had found the right machinery but the related infrastructure costs made the business unfeasible. As determined as Felipe is, he found a parts manufacturer in China who could build the processing plant he had envisioned under his exact specs. With support from the Colombian government, he finally assembled a pilot plant which will be scaled in April 2014 and expanded in The plant designed by Felipe and built in China would not have a market in developed countries, as it does not provide the necessary automated features in places where human operating cost is expensive. However, this solution suits very well the needs of the emerging world where cost of personnel is more accessible. A 10-ton processing plant that would cost USD 6MM in Europe costs only USD 1MM for CALDERON LABS. Products: Plasticombustible Plastic Fuel: Three different fuels recovered from plastics. Gasoline, diesel and fuel oil. 1 kg of plastic = 1 liter of fuel 70% of plastic is recovered as oil Challenges and Risks: A downfall in fossil fuel or alternative energy prices can be a profitability conundrum for Plasticombustibles Plastic Fuel. Growth: Finding a profitable way for business expansion expansion through licensing could prove challenging. Alternative processes that compete for the same plastic sources. 14

17 Catalina Duque Founder: Catalina Duque Category: Fast Fashion Shoes and Accessories Specialized knowledge: Catalina Duque is a unique mixture of design and a craftsmanship production approach. The Catalina Duque stores are located in the most fashionable malls in Cali, only selling product stock in exhibition. Thanks to a deep knowledge of her customers preferences, Catalina Duque is able to offer trendy, fashionable and exclusive collection products at affordable prices. Catalina Duque has a unique knowledge of her customers taste, allowing for reduced inventory overhead expenses. Passion Factor: Catalina Duque wants to change the notion that the clothing industry creates low quality jobs. She does so by changing the value equation, offering five star products and a wonderful shopping experience to satisfied customers. Sales: Approx. USD 2M Revenue Potential in 5 years: +USD 15M Company and Opportunity Overview: Catalina Duque, an entrepreneur with outstanding observation skills and a clear sales focus, started offering fashion garments to her high school classmates. Buttressing on her experience, she realized that most of her classmates bought flat sandals. She then created her first shoe product in size 7 (her own shoe size). Since Catalina did not have shoe-making experience, she hired an expert shoemaker to help her make new sandal sizes when demand began to grow. Catalina Duque is connected with her customers needs, observing them and quickly adapting her product to the latest fashion trends. This reduced-production approach helped the company grow organically at an incredible speed, making production line decisions on the go. 15

18 Libertad y Orden Catalina Duque Now the company has outstanding annual sales, low operating costs and a loyal customer base like no one else in the local market. Products: High quality shoes and fashion accessories, with great design at an affordable price, decked by a halo of exclusivity at the best venues in Cali, Colombia. Achievements: Incredible organic growth. High sales with low operation costs. Challenges and Risks: Competition from cheap Asian products. The brand mantains a highly differentiated strategy based on its ability to rapidly adapt its unique designs and high-quality products to the latest fashion trends with a high inventory turnover. 16

19 Citypoints Founders: Mateo Folador Víctor Rojas Category: Retailer multi-sponsor rewards platform. CITYPOINTS aims to completely change the way multi-sponsor reward programs work, and turn them into an engagement platform between brands and consumers. This can be done effectively in a realm where transactions usually have low engagement rates and are hardly traceable. Specialized Knowledge: 5 years of experience designing and implementing retail reward programs. Six years of experience managing and growing online retail niche communities of over 1 million users. So far, 7 million people have been referred to the online reward programs. Passion Factor: Supercharging retail experiences through the creation of higher engagement activities. Designing online-offline marketing activities for restaurants - one of the lowest customer engagement experiences - and creating relevance in an industry of otherwise phantom customers. Citypoints taught restaurants to create the right kind of incentives where customers allow their experiences to be tracked and measured. Sales: < USD 200k Revenue Potential in 5 years: USD 9MM CITYPOINTS reached registered users in Colombia in their first month, with only 4 retail outlets. Online rewards market in Colombia is worth USD 20MM Company and Opportunity Overview: In its early stage, the company did everything to turn online user traffic into offline customers for restaurants and retailers. They used their expertise in database management, content development and digital marketing to divert online traffic into offline campaigns. Their first big venture was comerafuera.com, a restaurant guide used to bring online users to restaurants. The following step was to identify and track every customer, and eventually design their current reward points program. 17

20 Libertad y Orden Citypoints Although there are many reward programs, Citypoints has a unique knowledge in bridging the gap between brands and consumers, helping consumers earn rewards with a single ID number for prize redemption, helping retailers identify store visitors. This makes Citypoints a unique and powerful value proposition for marketers in the region. Citypoints launched the unified alliance network for accumulating and redeeming rewards in December 2012 and reached 10,000 registered users in the first month with just 4 stores and no marketing. Growth opportunities for this company are opening in Mexico, Chile, Perú and Brazil. Products: How it works: Points are accumulated through QR codes located at stores, and users scan these codes with their smartphones. ARPU is USD 100 /month per retail store or 1% of store s gross sales. Points systems will be implemented in restaurants and gas stations in Integration with payment platforms is currently under development and might become one of the biggest growth opportunities for the company. Challenges and Risks: A model for reaching different countries is yet to be validated. The company must decide whether they can do it on their own, or if they will need local partners; this may have an impact on future profitability. Citypoints today: 70 brands 100 retail outlets 102,000 registered users The company is looking for a USD 600,000 capital investment to fund its growth through marketing and product development. 18

21 Cívico Founders: Ricardo Pombo Juan Carlos Agudelo Juan Felipe Castaño Category: City platform CIVICO is here to change the way citizens can discover what their city has to offer. It is a custom city for every person who needs to cover different aspects of their life as a citizen. Unlike other apps, the more people use CIVICO, most successful are the city recommendations, as they are customized according to the habits and user location. Under a crowdsourcing model based on missions, points and rewards, CIVICO is being built by the citizens themselves, making it an inclusive citywide ally. Specialized Knowledge: Its three founders are pioneers in the digital space in Colombia and Latam. They led the digital revolution within Casa Editorial El Tiempo for over 13 years and decided to start up with their company PLATAFOR.MA where they build their own digital businesses. They currently have four online businesses and their main undertaking is CÍVICO. Passion Factor: CÍVICO s founders are convinced that they can have a positive impact in Latin American citizens quality of life through technology. They believe this can be done by connecting citizens with local, relevant and updated information. They strongly believe that they can create information networks through Crowdsourcing that will transform cities into smart cities. Sales: No reported Revenue potential in 5 years: > USD 50MM Company and Opportunity Overview: Latin America lacks citywide digital information and collaboration systems. We have search engines such as Google in our markets, but because there is no local information to index, the search result experience is very poor. We have the local Yellow Pages with a copy - paste model of their print listings that is not developed for the online world and fails to satisfy connected citizens needs. Our cities lack websites that allow citizens to search and share local information. Founders at Cívico set out to build a local information platform that feeds from the connections between the city and its citizens. This is a 19

22 Libertad y Orden Cívico platform that connects citizens, local businesses, government and third parties in order to feed data into the system via a Crowdsourcing model. Stages: Stage I: Crowdsourcing local data CÍVICO S first stage is Build your city. This stage is based on a crowdsourcing approach in order to have citizens build up a database. Over 15,000 collaborators have helped build out more than 72,000 places, 19 locations and neighborhoods. CÍVICO is undoubtedly a successful case of city Crowdsourcing. Stage II: City information hub During this phase CÍVICO will become the meeting place for city information in the digital space (app and web) in Latin America, thereby offering each citizen a personalized and localized version of their city. CIVICO was launched in Bogotá in April 2014 with the largest and most comprehensive places database of the city, a layer of news on how to live better in the city, a complete schedule of events and forecast weather for each neighborhood of the city. Has more than 235,000 unique users per month and over 10 thousand downloads in the App Stores for iphone and Android. Financing: Two capital rounds for USD 2,7MM and a third capital round will be open in 3Q of Challenges and Risks: Now that the Crowdsourcing model has proved successful, the challenge is to activate the need for the service in the hands of citizens. This stage will be implemented in March 2014 along with the expansion to other Latin American cities. At the moment they are building CIVICO in Santiago de Chile. CÍVICO is the best app to live your city. With CÍVICO each citizen finds what they need, from everyday info to the most surprising things. BORRAR 20

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