Solidarium Comercio Justo – Brasil

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Solidarium Comercio Justo – Brasil

Tipo de organización: 
$250,000 - $500,000
Resumen del Proyecto
Presentación del Proyecto!

Resumen conciso: Ayúdenos a presentar esta solución! Proporcione una explicación en 3 o 4 frases cortas.

Hay más de 39 millones de nuestros conciudadanos en Brasil (23% de la población) que, a pesar de trabajar muy duro, sobreviven con menos de USD $2 por día. La pobreza y las dificultades limitan las opciones de la gente, mientras que las fuerzas del mercado tienden a marginarlos aún más y excluirlos. Solidarium promueve el desarrollo de nuevos productos, a través de una red de estudios de diseño reconocida y altamente calificada, la identificación, clasificación e integración de una red de productores locales para aumentar su capacidad de producción compartida a través de técnicas y órdenes en un modelo de operación llamada "industria descentralizada de Comercio Justo".

About Project

Problema: ¿Qué problema está tratando de abordar este proyecto?

Solidarium works with a specific group of beneficiaries. About 85% are women aged between 30 and 60 years, with primary school completed, with family incomes up to two minimum wages and families with up to 5 people. Currently, Solidarium works with 65% of its producers located in urban areas and 35% in rural areas. We identified some common points that directly affect the growth and development of these micro enterprises ahead competition and the demands of the market, listed bellow: • Many of them do not consider themselves as entrepreneurs, they are insecure and have low self-esteem; • Low capacity to draw long-term plans and vision; • Scarce resources, lack of support, knowledge and appropriate structure; • Few contacts and relationships with potential clients in other regions and social classes; • Poor perception of added value, quality, design and business opportunities; • Low qualification, background and professional training; • In rural communities, challenges of communication and logistics make it more difficult; • Lack of knowledge about ways to minimize environmental pressure and sustainability in its production processes, marketing and logistics.

Solución: cuál es la solución propuesta? Por favor sé específico!

Solidarium promotes the development of new products through a network of recognized and highly qualified design studios, identifying, qualifying and integrating a network of local producers to increase their production capacity through shared techniques and orders in an operation model called "Decentralized Fair Trade Industry". Differently from its peers in the Fair Trade sector, Solidarium distributes its products through major retailers such as Walmart, Lojas Renner (JC Penney) and TOK STOK, being able to generate scale and a greater income monthly to the producers.
Impact: How does it Work

Ejemplo: Guíenos a través de un ejemplo/s específico/s de cómo esta solución hace la diferencia; incluya sus actividades principales.

Solidarium sells fairly traded products with cool, innovative and useful design in areas of Fashion and Female Acessories, Home Decoration, Domestic Utilities, Kitchen Utensils and Corporate Gifts. The development of new products at Solidarium initiates from the observation of a real demand from final consumers or retailers. This market research generates a briefing which summarize a market opportunity. This briefing is sent to a partner designer whom will create alternatives of products together with the producers previously selected and already members from Solidarium network. New products can also be suggested by producers via Solidarium website. When a product is finished, it will be registered into our system. From this record, the product is ready to be presented to retailers. If a sale is made, we generate a purchase order, which is sent to our production network (Cooperatives and Associations). During production, we apply the quality control and at its completion, the batch of products is directed to the retailer and become available for purchase by consumers.
Sobre ti
Sobre ti




Sobre tu organización
Nombre de la organización


País de la organización

, PR

Países en donde este proyecto está creando impacto social
¿Cuánto tiempo ha estado operando la organización?

1-5 años

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¿En qué fase está el proyecto?

Operando entre 1-5 años

Compartir la historia del fundador y lo que inspiró al fundador para iniciar este proyecto

I started my career at JR Consulting, a junior enterprise inside business scholl, where I assumed the posts of consultant (2003), Marketing Director (2004) and CEO (2005). In 2006, I joined the Entrepreneurs Alliance ( , a social organization that works to promote entrepreneurship, where I assumed the area of market access, environment that led me to found Solidarium in 2007.
In just three years, Solidarium become a case of national and international success by innovating while promoting social impact in a profitable business that operates through a network of product development, inclusive production and distribution of high value added products through major retailers such as Walmart.

Impacto social
Describa cómo tu proyecto ha tenido éxito y la forma en que éste mide.

Solidarium works to increase the income from its direct beneficiaries to the equivalent of 1 minimum wage ($265) per month. Currently, Solidarium generates $70 per direct beneficiarie, in average. This increase results from a set of activities such as growth of sales in retailers, an increment of production capacity and an increase in the number of products developed. With a greater income, they are able to move out the poverty line, improve its health and from its family, provide a better education for its children, improve its housing and finally, to inspire other people to become part of this network.
Solidarium has a monitoring system called DASH BOARD. In this system, we follow the main results generated by the company both in the social and economic sides such as Income, Direct Beneficiaries, Indirect Beneficiaries. This system is monitored monthly and integrated into a spreadsheet. The results are printed and shown to the entire organization. Furthermore, we cross the monthly goals with the results obtained to evaluate the performance of Solidarium considering the actions and goals previously outlined. This analysis results in the redesign or maintenance of our Impact Strategy considering the short, medium and long term.

¿Cuántas personas han sido afectadas por el proyecto?

1.001- 10.000

¿Cuántas personas podrían verse afectadas por el proyecto en los próximos tres años?

Más de 10,000

¿Cómo va a evolucionar tu proyecto durante los próximos tres años?

The next major milestones of Solidarium are related to (1)expansion of commercial agreements, (2)increase sales of our E-Commerce and (3)strengthening our production network. (1)To make E-Solidário Walmart a channel widely recognized by the consumers of Solidarium. For this, Solidarium will have to develop an innovative communication approach focused on results. (2) To fullfil the commercial agreement with Natura (the largest door-to-door cosmetics manufacturer in Brazil), which will demand about 50k shopping bags per month. (3) To qualify Allied Organizations which will work with Income Generation and Fair Trade as a way to broaden our impact and share the market channels opened by Solidarium.

¿Qué barreras pueden dificultar el éxito de tu proyecto y cómo piensa resolverlas?

Currently, the major barrers Solidarium faces are related to the scale of its business model, such as:
- The brazilian market still don't know what Fair Trade is: we intend to face this barrier by mobilizing a network to improve and increase our marketing range and capillarity.
- Lack of cash-flow: during the last 3 years we built a great network with major investment funds located in Brazil. Our idea is to expand this network overseas, specially because of the 6 weeks program at the Unreasonable Institute starting in june and july.
- High team turnover difficult Solidarium management: we're investing in our team by participating in team building sessions, empowering each area coordinator
- Commercial agreements with large retailers take too long to start selling and consume Solidarium cash-flow: we started a Representative Sales program to start building a network of small and medium retailers. It will generate quick sales.

Cuéntanos sobre tus alianzas.

Solidarium depends on its network to increase its impact. Here is some of Solidarium partners and what we do with them.
- Unreasonable Institute: network of social and environmental business entrepreneurs focused to scale up Solidarium activities;
- Artemisia Negócios Sociais: network of social business focused to accelerate the results of the company;
- Walmart Institute: invested $150.000,00 on Solidarium operations in 2010;
- Walmart Stores: commercial agreement to sell Solidarium products in 53 stores in 3 different states of Brazil;
- TOK STOK: commercial agreement to sell Solidarium products in all of the 35 stores all over Brazil;
- Lojas Renner: commercial agreement to sell Solidarium products in all 110 stores all over Brazil;
- Mundo Verde: commercial agreement to sell Solidarium products and to have access to all of its 215 franchises;
Aliança Empreendedora: Solidarium is part of Aliança's network, by providing market access to Aliança Empreendedora's beneficiaries;
- SEBRAE: provide potential producers, organize roundtables and events to build a bridge between producers and potential buyers;
- Nódesign: located in São Paulo, this design studio is responsible to generate new cool and innovative products;
- Inove Design: located in Paraná, this design studio is responsible to generate new home decor and utilities products aligned with market trends;
- Tekoha: allied organization qualified to access Solidarium's market channels and provide new producers and products;
- Mundaréu: allied organization qualified to access Solidarium's market channels and provide new producers and products;

Explica tu selección.

The strategy of financial sustainability of Solidarium is 100% based on the pillar of product sales. Solidarium's pricing policy consider all the costs related to the product development such as design, production, logistics, marketing, communications and sales plus Solidarium's markup (net profit goal) which vary from 12% to 20% of the sales. Considering the results achieved in 2010 and the planning for the coming months, Solidarium will reach its breakeven point in March/2011. A projection made by Solidarium shows that with the existing trade agreements, the company could reach $1.0MM in sales by June/2012 with a net margin of 12%.

¿Cómo se va a fortalecer tu proyecto durante los próximos tres años?

The communication strategies of Solidarium seeks to increase the conversion rate of awareness into sales. In this sense, we structured the communication actions in two main fronts: online and offline. The online actions contemplates Sponsored Links at Google Adwords (, newsletters sent weekly by Solidarium, newsletters sent monthly to database (, Twitter updated daily (@solidarium), website (, Facebook and Trilha do Produto as a way to enhance the transparency in the value chain ( The offline actions are those performed directly in the retail and contemplate Paper TAGS in all of the products, personalized display and participation in Fairs.
We initiated a process to identify and qualify some Allied Organizations which work with Income Generation and Fair Trade as a way to broaden our impact and share the market channels opened by Solidarium. This process is simple and enables Solidarium to scale up its operation, since most part of producers from these Allied Organizations starts supplying products for Solidarium without compromising our operation, since all the work of monitoring production and shipping products to the retailers is carried out by the Allied Organization. Our intention is to replicate this model in other countries by 2012.

¿Qué barreras al empleo aborda tu innovación? Por favor, selecciona un máximo de tres por orden de relevancia para el proyecto.


Acceso restringido a nuevos mercados


Falta de habilidades y capacitación


Insuficiente transparencia

Por favor, describe cómo la innovación específicamente aborda las barreras mencionadas anteriormente.

Solidarium business model was developed and improved to provide and increase market access for producers located in poor communities. The commercial agreements with large retailers answer to the questions of seasonality and also the demand for sales continuity.
Solidarium answer to this question by building partnerships with organizations such as Aliança Empreendedora, SEBRAE, SENAC, and others. These organizations are responsible for management and technique qualification.
Last but not least, Solidarium developed a program called "Trilha do Produto" which is a track and trace system to turn Solidarium's value chain 100% open to the customer. As a principle of the Fair Trade, transparency is crucial to build trustful relationship between producers, retailers and customers.

¿Cómo estás haciendo crecer el impacto de tu organización o iniciativa?
Por favor, selecciona un máximo de tres maneras posibles en orden de relevancia para ti.



Hacer crecer el alcance geográfico: Multipaíses


Hacer crecer el alcance geográfico: Mundial

Por favor, describe cuál de las actividades para crecer están en curso o previstas para el futuro inmediato.

Solidarium started the Allied Program in 2010 to share its market channels with other Fair Trade organizations. The program is running and we're expanding its action for other states and regions. This is a great strategy due the low investment and high impact.
We intend to start Solidarium International first to increase our current producers sales and in a second phase by integrating producers from other countries. This plan will be improved during the 6 weeks at the Unreasonable Institute.

Colaboras con algunos de los siguientes organismos: (Indica todos los que corrrespondan)

Entidad del gobierno, Proveedores de tecnología, ONGs/organizaciones sin fines de lucro, Empresas, Academia/Universidades.

De ser así, ¿estas colaboraciones han ayudado a que tu innovación tenga éxito?

According to what we presented before, our results are much more effective when we do this with partners.
Currently, the government is part of a strategical sphere. Our intention is to improve the Social Busines sector and the Fair Trade movement by becoming a success case.
IT suppliers are crucial to provide the right structure for us to grow in a organized way. Currently Solidarium has partnerships with Ideal Soft (ERP) and Go2Nplay (web).
The non profit organizations provide producers and, specially, local support.
The private sector makes the business to run and all the retailers must be included here.
The universities, specially the junior enterprises, provide us great talents and support in market research.