Building Global Bridges with Salvadoran Exports
Rodrigo Landaverde Leads Felicita Enterprises to International Success
Felicita Enterprises, an import-export business founded by Rodrigo Landaverde
in Maryland, has been instrumental in connecting Salvadoran goods with the U.S.
market. With Rodrigo’s dual role as the designated Commercial Ambassador of El
Salvador in the northeastern U.S., the company has gained visibility and built
strong relationships in both local and international markets, including the
signing of a Memorandum of Understanding between Rodrigo Landaverde and
CONAMYPE (Comision Nacional para la Mico y Pequeña Empresa), the equivalent to
the U.S. Small Business Administration in El Salvador.
Challenges and Vision
Rodrigo approached the Maryland Small Business Development Center (SBDC) in
early 2024 to turn his dream into reality. His business was in the pre-venture
stage, focusing on exporting Salvadoran coffee and other products to the U.S.
Despite securing his business registration in Maryland, Rodrigo needed guidance
on logistics, marketing, and digital presence.
SBDC's Role
The Maryland SBDC provided Rodrigo with a detailed action plan that included:
Business Planning: Templates and research tools to refine Felicita Enterprises' strategic goals.
Digital Transformation: Connecting Rodrigo with web design experts to createan e-commerce website using Shopify, featuring a responsive design, basic SEO, and Google Analytics setup.
Networking Opportunities: Facilitating connections with local businesses and international trade partners.
Market Expansion Guidance: Advice on leveraging Salvadoran Commercial Desks and exploring markets in Colombia and Argentina.
Milestones Achieved
Through SBDC's support and Rodrigo's dedication, Felicita Enterprises accomplished significant milestones:
Digital Presence: Launched an e-commerce website, allowing customers to explore and purchase Salvadoran products easily.
International Partnerships: Expanded business opportunities to Colombia and Argentina, supported by research into market entry strategies.
Local Collaboration: Built strong networks with Maryland-based businesses to promote Salvadoran goods.
Increased Visibility: Participated in key events like the Montgomery County Ready, Set, Grow event.
Looking Ahead
Felicita Enterprises is now positioned for robust growth. Rodrigo’s commitment
to promoting Salvadoran products abroad has opened doors for new partnerships,
international trade missions, and community-focused collaborations. His work
not only bolsters his business but also strengthens economic ties between El
Salvador and the U.S.
Reflections
Rodrigo credits the Maryland SBDC for their unwavering support and actionable
advice: "Their guidance on business planning and digital transformation
was exactly what I needed to take Felicita Enterprises to the next level."
Next Steps
Rodrigo plans to deepen market penetration in Latin America while further
expanding his digital marketing strategies. He also intends to work closely
with Salvadoran producers to ensure their products meet international
standards, enhancing their competitiveness globally.
Rodrigo’s LinkedIn Profile linkedin.com/in/rodrigo-landaverde-2b74aa6b
Email: rodrigoadmart@gmail.com
Posted: 04/23/2025