CEO MONTHLY / ISSUE 4 2023 7 Mar22259 Making International Expansion Happen In 2018, international expansion experts Lourdes Cuevas and her colleague launched a company set to disrupt our ideas around trading on the world stage. Aimed at mediumsized companies looking for international success, GüipUp breaks down the barriers many businesses face when looking to trade abroad. Lourdes Cuevas is our Most Influential International Trade CEO 2023 – Spain, we speak with her to find out more. GüipUp translated means ‘Whip Up’ – to cause or encourage a strong feeling or reaction in someone or something. Since starting the company in Barcelona in 2018, Lourdes and her team have done exactly that. The world of international trade is a complex place where the rules are often completely different from one country to another. But after 20 years in the business, Lourdes is well aware of the issues that organizations face. She comments, “Expansion can be a complex process but at GüipUp we make it easy. There are lots of considerations such as understanding different markets, regulations, and frameworks. Cultural and language barriers often play a part too. Taking into consideration the inevitably steep learning curve, it’s no wonder many businesses are hesitant to take the leap. At GüipUp our unique solution enables clients to expand in an affordable and controlled way.” GüipUp’s unique business model provides its clients with the tools and resources they need to feel confident in their endeavours. Clients have complete autonomy to make decisions and have full visibility and control of the process. As a women-founded company, GüipUp has built a team of talented executives attracted by the company’s flexible and inclusive work conditions. Lourdes says, “Our company started as a dream but became a reality when we were able to start building our team. The way we work and the flexibility we provide foster an atmosphere of cooperation, team thinking and loyalty. We’ve attracted female talent which has been crucial for us. But the GüipUp ethos doesn’t only appeal to women, our talented male team members benefit too. That’s what I call inclusion.” Before founding GüipUp, Lourdes worked for a US Corporation for 10 years. Around 7 years ago, she arrived in Barcelona to execute an expansion plan on their behalf. When the project was delayed, Lourdes came up with the idea for GüipUp. She explains, “Since the beginning of my professional career, I’ve been leading international market strategies. It’s given me a lot of experience and the opportunity to understand different business cultures. This means I’m able to navigate the communication process with ease, and that’s any organization’s main challenge when facing a ‘new market’.” The daughter of an entrepreneur, Lourdes knows that to lead, it’s important to understand every phase of a process. In her words, “A plumber can’t make good decisions while making assumptions behind a desk. It’s imperative to go into the pipelines to understand what happens there. My leadership style is about being humble. I never stop learning, taking part in experiences to gain resources and knowledge, and creating a team-thinking culture. Life is so much easier when we share values of trust and confidence.” So far GüipUp has made a range of alliances that enables the company to provide its clients with a turnkey solution to expansion. From qualifying the original idea to choosing the right portfolio of products, sourcing legal, regulatory, and logistical resources, sales, and supply chain tracking and traceability, GüipUp has it covered. Plans for the future include continuing to build on its trusted supply chain that helps clients expand into North America, Mexico, Colombia, and Western Europe. And what about Lourdes’ own plans? She tells us, “I’ve been preparing myself for this specific professional moment. I have a clear vision of where we are as a company and where we want to go and I’m enjoying every single day. As a woman CEO and Founder, I have a strong responsibility to be an example for other women. We are stakeholders in creating abundance and a better world for all.” Contact: Lourdes Cuevas is CEO Company: GüipUp! Web: www.guipup.com Jan23215
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