SUCCESS STORIES
These are real projects in Ecuador. Each began with a distinct problem: an outdated portfolio, a brand that had lost ground, a stagnant spare parts inventory, or a company needing a strong market entry. And each concluded with results measurable in sales and market position.
Due to confidentiality, I do not publish brand or factory names.
Top 3
Complete Portfolio Renovation — Motorcycle Brand
The Challenge
Portfolio with years in the market: outdated design, colors, and specifications compared to more modern competitors. 90% of models depended on a single supplier, with FOB costs 5–10% higher. The brand focused on expensive sports bikes that cannibalized each other, and was weak in utility, dual-sport, and scooter segments, which dominate demand.
What I Did
I re-evaluated the entire portfolio based on actual demand, segment by segment.
Designed and developed 17 new models in 5 months, including a cargo tricycle.
Transitioned from 1 main supplier to 8 specialized factories, more competitive per segment.
Virtual launch with 3D modeling and virtual reality, followed by a staggered physical launch.
The Result
The brand moved from 9th–10th place to 3rd in the market within two years.
Complete and current portfolio across all segments, with more competitive FOB costs.
#1 in the Segment
Two-Brand Strategy — Renovation and Repositioning
The Challenge
A brand that had been #1 in the market was neglected: it had fallen to 10th place, with an extensive portfolio, old models, and cannibalization among them.
What I Did
I renovated virtually the entire portfolio: 21 new models designed and developed across all segments.
Main brand: repositioned it with a premium 400cc line and a complete dual-sport family.
Complementary entry-level brand: economical, high-quality models in scooters, cubs, and utility bikes, to capture volume without diluting the main brand.
The Result
The dual-sport family became #1 in its segment.
The main brand climbed from 10th to 5th place and continues to grow.
x3
Rescue of a Spare Parts Business
The Challenge
Obsolete, stagnant inventory, an outdated product offering, sales below break-even, and a brand with no presence in the channel.
What I Did
I streamlined the inventory.
Developed new supplier factories.
Designed new packaging to reposition the brand.
Relaunched the wholesale channel.
The Result
Sales tripled: (+200%).
The brand regained its position in spare parts, with healthy, profitable inventory.
Launch of Two Brands with Own Assembly Plant
The Challenge
A company in the sector needed to enter the motorcycle market strongly with its own brands and competitive costs.
What I Did
I created two new brands from scratch, with about 15 models.
Participated in the setup of an in-country assembly plant.
Developed new suppliers with better terms.
Assembled a complete portfolio across all segments.
The Result
A 150cc utility model was the best-selling motorcycle in Ecuador in November 2015, and remains current more than 10 years later.
What They Have in Common
In all cases, the starting point was the same: understanding real demand before development. No model or spare parts line was designed because it looked good in a catalog, but because there was a market gap, a price point to hit, and a margin to protect. Then came the work with factories, negotiation, and quality control, which ensures that what was planned arrives at the warehouse exactly as intended.
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