Patricia Delgado de la Rosa

I was born and live in Tenerife, Canary Islands, Spain. My trade is printing and engraving.

I am in a stage in which the company has established itself in the last year, I have tested the product and I have established clients, later, I began a growth phase, in which I felt vertigo. I needed to stop and reflect on my project, to get hold of internal tools that would help me to better defend, understand and define my business.

My vocation arose, twenty years ago, during my training as a master’s degree in Graphic Arts at the Royal Academy of Fine Arts in Antwerp, it was then that I began my career in engraving, in its research and in my own creation.

I am dedicated to engraving through an artisan process and an artistic process, I offer product, work, and training.

My business objectives are:

Increase turnover. Automate processes and delegate tasks. Expand market frontiers through the Internet within my target. Continue with specialized training at art schools and universities how to educate offline on engraving to increase the perceived value of my brand.

To be a reference for engraving in the Canary Islands.

Exponential growth of my brand as a company and as a brand, which allows me to be an important reference in engraving and to continue researching and innovating.

My learnings from the Crafting Business Programme:

I have grown as a businesswoman, because it has helped me define my business model; to rethink, define, specify my project, and think about my values ​​as a brand. It has been an invaluable, real training, useful, as necessary.

So far, I have made my business run in an intuitive and unplanned way, growth made it necessary to turn to professionals to help me guide my company and lay the foundations of my objectives. In that search, this program came to me, training me in countless aspects and subjects that I was completely unaware of or did not consider so vital.

It has helped me understand what I want and who I am as a brand, to restructure my business based on this. This will produce, and already produces, a change in my approach, and will have an impact on the structure of the web, on the networks and on its marketing and ultimately on the results that I will obtain.

My 5 top tips that I have learnt on this journey:

1. Without a business plan you stagnate, it can work but you will not grow.
2. Without a financial plan you cannot set goals or generate profits.
3. The customer profile is necessary to be able to do good marketing.
4. The importance of producing a product consistent with all the values ​​of my brand.
5. Claiming the location and opening up to the outside, helps you grow in visibility and add new forms of collaboration.
6. You are aware that time is your most valuable resource. As you grow, you spend more time negotiating, promoting, managing, making invoices, budgets, etc. and spend less time in the workshop. You need to delegate and make a plan.
7. With the financial plan we understand the importance of setting SMART goals.
8. Marketing is the tool that will help me achieve my goals.
9. Acting consistent with my philosophy of life and my job in relation to the product and branding.
10. Open your mind allows you to know other realities and ways of doing, create new ties and collaborations and most importantly helps you get out of your comfort zone, with new challenges and goals.
11. Learning has helped me in my entrepreneurship, to lay the foundations for my future projection as a brand and company.