M.A Distribuciones
Founder
M.A Distribuciones is a Colombian company dedicated to the commercialization, distribution and sale of textile surplus.
Business Founder
Context
In 2020, M.A Distribuciones operated under a B2B business model with regional presence in northern Colombia, based on direct distribution-to-wholesalers sales. The business centered around textile surplus, primarily a product called "trapillo" — a recycled yarn strand from industrial textile manufacturing in the region. The company lacked a consolidated brand, defined sales channels, physical or digital presence, additionally faced major logistical and operational challenges. Following my arrival in 2021, I defined the following stages for building the business:
What I did?
As founder, I was responsible for building digital sales channels, the business model, and brand design and positioning.
Design Iterations
Business Model
Through research and business model development, I established a product-centric model that expanded the business to new buyer personas and reinforced sustainability goals from start to finish.
Product
Product-centered research allowed me to expand the business catalog and set search and product typology standards from the end consumer's perspective.
Sales Channels
The business's sales channels made it possible to differentiate user segments in their buying journeys and redirect business efforts toward data-driven and UX-based conversion.
Digital Positioning Strategy
The organic positioning strategy I developed built a community of over 2,000 social media followers and increased business sales by more than 300% in 2 years of operation.
In 2021 the business only shipped by land to 3 cities in northern Colombia. With the new digital model, we expanded coverage to more than 90 national destinations by air and land.
The business only had a B2B sales model for distributors. With the digital model, 3 new customer profiles were created, defined as buyer personas in B2B, B2C and B2B2C segments.
M.A Distribuciones had no digital presence at all. With the new operation, we achieved organic growth across the new channels.
By establishing the business on the region's leading E-Commerce platform, we met the requirements for reputation, sales volume and customer service, earning the MercadoLider badge in August 2023.
Web, Social Media and E-Commerce doubled the sales participation share from the first year, accounting for up to 87% of total business sales.
The old business model relied on sales capacity limited to the region and established distributors. With the new model, we increased the volume and variety of sales with the following results.
