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We want to thank the team of Pulso Social for this interview with Sally Buberman.

By: Clarisa Herrera

Sally Buberman, founding partner of Wormhole, was present at a new edition of the annual conference Women 2.0 in San Francisco, where 23 successful entrepreneurs from US and Latin America analized cases and contexts regarding technological breakthrough innovations.

This year, the conference name was “The Next Billion” and it dealt with the next billion consumers, the next billion emerging markets, the next billion new products that will make up the future market. During an interview with PulsoSocial, Buberman shared her impressions about the conference and the regional market role.

Clarisa Herrera: Ou highlight the fact that women were the core of the conference. How so?

Sally Buberman: They focus on the emerging markets because those are the ones growing at a higher pace and because there is a medium class increasingly more characterized by being made up by people acquainted with technology and the new products growth. It is women who manage changes, from consumption –especially regarding e-commerce and specially women between 30 and 40 years old from a higher socio-economic level. These women are managing the generational change and the early adoption of new technologies. But also from the creation of jobs and companies point of view: during the conference we spoke about several products which 15 years ago belonged to companies founded by men, however, the scenario is totally different today and there are many products available that come from companies led by women.

CH: However, among entrepreneurs, the percentage of women is still rather low…

SB: The share of women in charge of management positions in IT companies is very small compared to the one of men. The impression a lot of us shared at the conference is that most of the times it is us, women, who put obstacles in front of ourselves before they even come up, because of fear, insecurity, because of the family, because of what might be said about us. And there is still a gap regarding the money men earn, that is still evident.

CH: Are you surprised after finding a great deal of interest in trying to understand the Latin American concept for business?

SB: I found many women interested in doing things and also in understanding what is happening outside US when doing business. I was surprised by their openness. Business women who shared their experiences made evident the difference between doing business in US and in Latin America because people here like to know one another and feel close because if an eventuality or problem occurred there will be someone on the other side. On the other hand that makes relationships in our culture long-term: Although it is true that gaining a customer is harder, once you get this customer it is not likely that you will lose it.

CH: Is that considered as an advantage or a problem?

SB: I personally think it is better because you actually know the needs of the other person, what the other person wants, what he/she is looking for and every time you modify a feature for instance, it will be in lines with the customer needs. During the first 15 minutes of the talk with Latin Americans there is a coffee, a chat about the family and other topics, they are getting to know each other. In the US they may have closed the deal already because they profit from the value of time to the full extent.

CH: Where do you see the main obstacle for the region?

SB: There are a lot of people in the region who is outside the banking system and we have to be able to provide solutions for those people, it is complex, it is something that in the most developed markets does not happen. Besides, we are still reluctant to buying online because of the personal data theft. We also have less access to capital and companies are generated with their own income, reinvesting continuously all the generated capital and seeking to optimize costs and services. We collaborate to make all these happen through cost effective and highly efficient services, bearing in mind each customer’s uses and needs.

Source: Pulso Social