Written by: Madelene Rodriguez
In Guatemala, HSP’s sister organization, AMA, has taken a significant step this past year empowering Indigenous women through their "Virtual Merchant" program. Launched in partnership with DMM (Municipal Directions for Women), this initiative focused on bolstering business skills among Indigenous women, especially in economically disadvantaged areas.
The program zeroed in on four key districts of Guatemala, known for their high rates of poverty and vulnerability: Quetzaltenango, Totonicapan, San Marcos, and Solola. Spanning over 20 municipalities, the project's primary aim was to improve economic conditions among Indigenous communities. Running from August 2022 to August 2023, the Virtual Merchant program successfully impacted over 100 women. It comprised 16 workshops, three of which were conducted online to maximize participation, overcoming even geographical constraints.
AMA employed a comprehensive evaluation framework, focusing on six crucial areas: relevance, coherence, effectiveness, efficiency, impact, and sustainability. This multi-dimensional approach allowed AMA to adapt and iterate its program to meet the needs of the women effectively. The participating women reported learning invaluable skills in digital marketing and business management, such as cost calculation, sales, and profit analysis. Despite challenges like language barriers—especially in Totonicapan where the majority speak K'iche—AMA employed translators to ensure clear communication and effective training.
Beyond skill acquisition, the program fostered a strong sense of community among the women. They capitalized on networking opportunities, exchanged skills, and shared valuable resources, solidifying these relationships through a WhatsApp group that continues to serve as a platform for sharing and support. The program's effectiveness is evident in the business successes and the qualitative changes in women's lives. Increased self-esteem and feeling valued in their communities were commonly reported outcomes. Additionally, they have learned to leverage platforms like WhatsApp Business and Facebook Marketplace to expand their market reach.
While the program faced several obstacles such as funding constraints and familial pressures, it persevered to extend its original timeline from 12 to 13 months. The strategies imparted promise to have a sustainable impact on the lives of these 100 women, whose ages ranged from 19 to 75.
The Virtual Merchant program by AMA has succeeded in its mission of economic empowerment for Indigenous women in Guatemala. By addressing skill gaps, fostering community, and providing the tools for business growth, the program serves as a robust model for similar future initiatives.