Do you want to make better strategic decisions in your entrepreneurship? It's as easy as asking yourself this

Madelynn Martiniere is the co-CEO of Zebras Unite and a strategist who works with entrepreneurs to cooperate and coordinate effectively; her goal is to create scalable and equitable ecosystems. There’s no one better than her to close the TalkX of the first edition of Santander X Explorer in 2024 and give us valuable tips to choose the right business model for our project. The key lies behind a very simple question.

“What do I value, what does my company value? The answer will help you make the best strategic decisions,” said Madelynn, also the co-founder of Armillaria, to the talk’s host, Patricia Araque, CEO of Santander X Explorer. “The answer will lead you to what is not aligned with your values and you will know how to say no. Is it also in line with your ethics and the way you work with your colleagues,” Madelynn questioned. Think about it for a few seconds - is there such a thing as the ideal business model?

Is there an ideal business model?

Values are a fundamental pillar in an organisation like Zebras Unite, which is based on a cooperative model. Members are also owners, and in every board meeting, there is a special emphasis on ensuring that the actions taken are aligned with the non-profit philosophy that permeates an organization where everyone has a voice. It seems like a perfect solution, but their co-CEO points out that “success does not come simply from creating a cooperative or choosing a participatory business model.”

So, what is the best way to regulate a company? What business model is repeated, for example, among companies that fall under Zebras Unite? “It depends on the sector.” But what defines the actions of all these companies is common: “mutualism and cooperation are fundamental; it’s basic in a world where resources are scarce.”

Hence the symbol of their organization is a zebra, an animal that works collaboratively. “Currently, Zebras Unite is a huge community of entrepreneurs; that allows us to share resources among those who build this movement. We are all co-owners of it and maintain philanthropy. We are making real changes to the systems and building ecosystems that improve the world. We don’t want to grow like a unicorn startup, we’re not looking for that speed. Going slow is good because it leads you to sustainability,” she adds. If you insist on progressing as fast as you can, “sometimes you will lose the purpose of your project, that’s why it’s necessary to stop and talk about that goal and why you want to create a company,” Patricia confirmed.

Of course, the idea you design initially can change. It’s even possible for investors to enter (the ideal ones, as pointed out by the CEO of Santander X Explorer, are those who provide “not only money but also the means to take care of people”). “It’s perfectly normal to evolve as your company grows,” says Madelynn, “but you have to let it grow. Many entrepreneurs talk about their companies as if they were their babies… and they don’t realize that there are people who don’t like babies, especially those who are overprotected. If you engage in micromanagement, overseeing every detail, that company will never evolve the way you want,” she asserts.

The price of your product or service

If finding a business model that aligns with your values ​​and your company seems difficult, setting the right price for your product or service will likely be at the top of the list of things that overwhelm you. We’re sorry to say that there’s no magic formula for it, although Madelynn establishes a guideline that can help you a lot.

“Look for the balance between how much the market is willing to pay and what your growth strategy is for the company. For example, it’s useful to start with a high price and see how people respond. If it seems too high to them, you can always lower it, but doing it the other way around will be very complicated,” she explains.

Is your head exploding? Don’t worry, it’s normal. As the co-CEO of Zebras Unite says: “I think you have to be a little crazy to be an entrepreneur. And I mean that in a good way!”

If after reading this, your desire to create a business has increased… pre-register for Santander X Explorer! We will notify you when the new call opens so that you can be one of the first to sign up.