IngenIA Ads specializes in offering personalized solutions for SMEs and personal brands. Led by Yuliana Isabel Martínez Valencia and Wendy Valentina Ortega Muñoz, the agency is among the 142 entrepreneurs who won the Jóvenes “Crea tu futuro” competition.

Unicauca graduates Yuliana Isabel Martínez Valencia and Wendy Valentina Ortega Muñoz, from the Business Administration program, are among the 142 entrepreneurs who won the National Call No. 115 Jóvenes “Crea tu futuro” of the Fondo Emprender from SENA, with their business plan IngenIA Ads – Digital Marketing Agency. The agency specializes in offering customized solutions for SMEs and personal brands in Popayán, a region characterized by a traditional economy where most businesses are family-owned and seek to preserve their local identity while adapting to modern trends.

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The idea started in 2021, founded by two students from the Business Administration program at the University of Cauca. At that time, the services offered were limited to advertising campaign creation. However, what began as an extra activity to generate income during their studies soon took shape as a true business opportunity, driven by the need to monetize their work and provide higher-quality services. Over time, the dedication and passion of the founders led them to train and specialize in digital marketing, taking advantage of courses offered by institutions such as SENA, Google, SENATEC, and Converzzo.

“Our proposal focuses on addressing these needs by implementing digital marketing strategies that respect and enhance the authenticity of local businesses, helping them improve their visibility and expand their presence in local, regional, and national markets. We recognize that entrepreneurs in Popayán are often cautious about adopting new technologies and methods, so our strategies are designed to be affordable, accessible, and aligned with each client's values and goals. IngenIA Ads identified that out of the 11,291 SMEs in Popayán (2024 figures from the Cauca Chamber of Commerce), only 40 out of every 100 formally established companies survive beyond five years,” said graduate Yuliana Isabel Martínez Valencia.

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Many factors affect the survival of these businesses; however, one of the key issues is low sales flow and limited business visibility in the Cauca department. This is why IngenIA Ads seeks to mitigate this problem with digital marketing strategies that increase visibility and drive higher sales flow, preventing business failure within the first five years of operation.

The Jóvenes “Crea tu futuro” national call from the Fondo Emprender of SENA aimed to finance young entrepreneurs' business initiatives with a total allocation of $14 billion Colombian pesos in seed capital to strengthen their ventures. More than 470 young entrepreneurs nationwide applied for this call, presenting business plans from various economic sectors. In the end, 142 projects received funding at the national level, and only two were from the Cauca department—one of them being IngenIA Ads.

The graduates and entrepreneurs shared that they began their application process in March 2024, initially presenting their business idea for evaluation through a pitch at the SENA regional Cauca, where expert jurors in the business field assessed it. “We received a favorable rating, which allowed us to advance and qualify for the next phase, which involved developing a Business Plan that included the operational and financial plan to evaluate the technical, economic, and financial viability of the project over five years. This plan allowed us to submit our application at the national level and reach the final phase, where our Business Plan was evaluated by the Technical Commission and National Board of Directors of SENA.”

It was approximately ten months of hard work and learning, which ultimately led to them being among the winners of Call 115. They secured seed capital funding for rent, payroll, equipment, and other essential expenses. “It is important to highlight that thanks to this funding, our agency will be able to create four formal jobs. Fondo Emprender was the boost IngenIA Ads needed to take the big step in July 2024 to register with the Cauca Chamber of Commerce as a sole proprietorship under the economic activities of advertising, specialized design activities, photography activities, and retail commerce conducted through the internet.”

Written by: Communications Management Center