The Spring IBD Program is Off and Running….

A lot has happened this past month in the life of the 2018 Spring FTMBA IBD program. On February 1st, we held the first day of Spring IBD class, revealing the names of IBD clients, their projects and country destinations to an excited group of 16 IBD Student Team Leads. The Team Leads then introduced themselves online to their project clients for the first time. Following that, IBD Team Leads and Faculty Mentors collaborated and successfully executed an IBD Team Member draft —  selecting up to four MBA Team Members for each project team.

Team Lead Reveal on Feb 1st

Team Lead Reveal on Feb 1st

This spring we are partnering with 16 client organizations in 12 different countries, spread across four continents.  Six clients from last year’s spring and summer programs, as well as three organizations from past IBD project years, have returned to work with our IBD FTMBAs on a project this spring. Our 16 Team Leads have certainly hit the ground running with their IBD projects, and they are looking forward to the first day of the full IBD class (March 15th), when incoming IBD Team Members officially join their project teams. 

We asked each of our Team Leads and Faculty Mentors to describe their impressions of their IBD projects, the “Big Reveal” of projects to the students, and what excites them about this stage of the IBD program.  Here is what they had to share:

“I am excited about the European expansion plans of Piri. It is such an ambitious and interesting project, that if it is successful it will have a big impact within YGA. So far it has been a great experience getting to know the team and the unique culture of YGA.” Team Lead Daniel Mombiedro

Catherine, Jocelyn, Daniel and Sara

“My Team Leads are in the throes of work planning and are really getting their arms around the client issues and available information. It’s so great to see them taking charge of the client relationship, and bouncing hypotheses off their client teams. I can tell their clients are excited about it, too. Keep up the good work, everyone!” Faculty Mentor Judy Hopelain

“’I’m incredibly excited about both the scope of my project as well as returning to explore Latin America after many years away! Although the amount of work in front of us is daunting, my (TBD) team is amazing and I’m highly confident in our ability to deliver a great set of insights for our client.” Team Lead Colin Dunn

“I only wish I could go on these​ trips with all the students as our clients are doing incredibly important and impactful work in fascinating places.” Faculty Mentor David Evan Harris

Jorge Tellez

Jorge Tellez

“I can’t wait for the Big Reveal tomorrow. I have seen so many IBD students walking around, and I just want to shout with excitement about where they will be going and what cool project they will be on. I’m looking forward to meeting members of my team (some for the first time!) and getting them excited about our work together!” Team Lead

Catherine Soler

“I could not be more excited to be working for Ford in Shanghai this semester. Having accepted an offer to work as a consultant this summer, I’m anxious to begin developing my consulting toolkit during IBD and deliver a great project to our client.  It’s going to be an amazing experience and I’m excited to onboard my team and get things going!” Team Lead James Westhafer

Tech Team Drafting Team Members

Tech Team Drafting Team Members

“I’m very excited about my project, and I’m thrilled to be leading the first IBD team to work with Majid Al Futtaim

James Westhafer

Holding. I am confident that this project will be the beginning of a long and meaningful relationship between Majid Al Futtaim and Berkeley Haas.” Team Lead Jorge Tellez

“Being a Team Lead is a big responsibility, but I’m comfortable with the great support we have from our Faculty Mentors and the executive coaching program.” Team Lead Melea Atkins

Team Lead Reveal

Team Lead Reveal

“Our Team Leads are fantastic: full of enthusiasm and undaunted by somewhat ambiguous and ambitious client project scopes!” Faculty Mentor Whitney Hischier


“I’m excited for the opportunity to develop my team leadership style with a group of all-star MBAs. I also can’t wait to develop a team experience that supports all of our professional and personal development.” Team Lead Michelle Boyd

“I’m really looking forward to the Big Reveal and introducing my team to the Seva Foundation project. My team has a strong and diverse set of healthcare experiences, and I can’t wait to see how we can tackle our project together.” Team Lead Jocelyn Brown

Natalie Bauman

Natalie Bauman

“I originally wanted to a be a Team Lead to push myself outside of my comfort zone and gain experience leading peers. Choosing the team and realizing how impressive and awesome my teammates are has made me even more excited/nervous about the opportunity to be a Team Lead!” Team Lead Natalie Bauman

“I’m excited about the project and client! Working with a repeat client sets a high bar, but also makes it a little easier since the client knows what to expect from a project like IBD. This was one of the top projects last year, and I’m happy to have the opportunity to work with this client.” Team Lead Stan Cataldo

“I continue to be impressed by the talent pool at Berkeley Haas.  It really was an embarrassment of riches that we could draw upon for our IBD teams.” Faculty Mentor Frank Schultz

The IBD program is indeed very fortunate to have these talented MBA Team Leads working with our international clients.  We are looking forward to expanding the energy and talent of this group with an additional 64 MBAs, when we welcome them into the IBD fold on March 1st for the “Big Reveal.”



IBD Suritex

Written by Gloria Gerngross,  Sophia Kaady, Deepak Nainani, Isei Nakae, and Lyndsey Wilson

The sun was setting on the rural landscape, the grassy highlands of rural Peru, as Gregor’s truck bounced over unpaved, rocky roads, all five of our team members squished into the backseat as he sped to the new textile workshop before night fell. We had spent the day in a bus from Lima, winding our way through the Cordillera mountain range for 8 hours and ascending 14,000 feet to Huancayo, where our client was waiting to introduce us to the women who worked in the textile workshop, and the alpaca breeders who lived in the highlands.Suritex-group

We arrived at the construction site with just 20 minutes to spare before the horizon was swallowed by the darkness. Gregor’s eyes lit up as he waved his hands, pointing at empty space above the large foundation as though showing his blueprint for the new plant. Where we saw exposed rebar and hand-laid concrete bricks, he saw a room for the women’s children to play, a resting area for alpaqueros that came to have their fibers weighed, graded, and dyed, and a weaving room four times the size of their current plant’s. We left inspired by Gregor’s vision for growing his small social enterprise and energized to use our business skills to enable this dream to become a reality.

Suritex 2 AlpacasThe Project

Our team was hired by NESsT, an Oakland-based impact investing firm, to help its portfolio company, Suritex, increase its revenues by expanding sales of alpaca-blend textiles into the U.S. market. Though Suritex prides itself on its high-quality products created through technically sophisticated dying, weaving, and fiber-blending methods, it is their impact on the rural Lima region that is truly incredible. Suritex pays above-market prices for alpaca fibers, ensuring continued livelihoods of agricultural communities. They hire and train single women to operate machinery and manufacture textiles, creating jobs in communities struggling to develop economically. Our team met several women who worked in their factory, and their young children played while they fed colorful yarn into the large looming machines.Suritex loom.jpg

Prior to arriving in Lima, our team focused on understanding the U.S. alpaca-based goods market, sales channels, and our client’s capabilities to create designs and products that U.S. customers would be excited to buy. However, the disparate nature of the imported alpaca-based goods (textiles, clothing, and yarn) market made it difficult to collect any quantitative data, so our team relied on information collected by visiting local stores, and interviewing sales partners and customers.

This preliminary research led us to conclude that our client needed a re-brand, targeted marketing towards high-income, socially conscious customer segments, and to emphasize their strong social and environmental impact to differentiate themselves among hundreds of textile importers. We were excited to meet the client, visit the processing facilities, and better understand how we could make Suritex stand out among competitive exporters of similar products.

Suritex - loom 2The Focus Changes

Once in-country, we learned more about Suritex’s technically sophisticated and uniquely socially-conscious supply chain. Our meetings with the textile mill workers and the alpaqueros confirmed the importance of scaling Suritex’s efforts, and inspired and energized us to develop a sales and marketing strategy so that U.S. customers understand the impact that their Suritex purchase will have on the community.Suritex working.jpg

It came as a surprise to our team to learn that our client had already hired a marketing consulting team, so we were no longer needed in the proposed re-brand!  While our team had initially focused on creating branding and marketing strategy that would enable Suritex to successfully enter the US market, we had to do a 180° pivot and reframe our project. When our focus had to change, we spent hours whiteboarding and reframing the problem, ultimately pivoting to more of a sales and product strategy. Our focus turned then on researching the logistics of how to actually sell products in the US: who to sell to, how to sell them, and which products to sell.

Suritex thread.jpgThe Final Presentation

Our final presentation provided Suritex with tactical recommendations on how to begin selling products in the US, and how to modify their current product offerings to ensure U.S. customer interest in their products. We provided a thorough go-to-market guidebook that included sales on online platforms (such as Etsy or Amazon), hiring a fulfillment center and sales reps to manage buyer relationships, and which certifications and trade shows to pursue to access the right B2B customers. Our client, a technical and operations-focused career manufacturer, was very happy with the detailed recommendations. Our team left energized by the important work of Suritex, driven by the knowledge that our recommendations would enable Suritex to reach its goal of building more manufacturing facilities closer to workers’ communities, hiring and educating more workers, and ultimately developing these rural economies to support the sustainability of this artisan trade.Suritex finished product

IBD Team Works with La Clinica Oftalmologica Divino Nino Jesus, a Non-Profit Eye Clinic

Written by Mark Angel, Robert Gutierrez, Megha Kansra, Tyler Saltiel and Sarah Evans

As soon as we landed, the humidity knocked us out. Walking off the airplane, we immediately felt our clothes stick to our bodies and walked through the still, thick air toward the open-air baggage claim. We had heard the Amazon was humid, but we were not expecting its immediacy. Despite the unprecedented heat and humidity, we couldn’t contain our excitement to begin the in-country portion of our project.

Our team is working with La Clinica Oftalmologica Divino Nino Jesus (DNJ), a non-profit eye clinic based in Lima, Peru, dedicated to eradicating curable blindness. We had just landed in Iquitos, the largest city in the world not connected by a road and the “gateway to the Amazon,” where DNJ had recently expanded. We were to spend the next three weeks working with DNJ’s team to provide strategic marketing recommendations: one week in Iquitos and two in Lima.

Alberto, the executive director of the clinic and our main client, picked us up the next morning in DNJ’s van to drive us to its clinic, 40 minutes outside of central Iquitos. After a brief pit stop to push the van out of wet sand, we arrived at the clinic.

We spent the morning with Diego, the Outreach Coordinator in Iquitos, touring the clinic and learning more about the operations of the Iquitos facility. We even got to see the inside of the operating room where DNJ ophthalmologists perform their life-changing surgeries.

Hot, sweaty, but extremely inspired by the facility, we returned to our hotel to prepare for a meeting with Alberto held in our conference room for the week – the outdoor hotel restaurant and bar. After a productive meeting with Alberto discussing the financial performance of DNJ, we returned to the clinic the next day. Diego and Alberto were eager to have us interview patients and family members accompanying them on their visits. We stationed ourselves in an unused triage room in the clinic, and two by two, patients and their companions sat down to chat with us (en español) about their experiences with the clinic. We were immediately struck by patients’ gratitude and openness. One older woman excitedly told us about her beloved garden, and how grateful she was for the free cataract surgery that would enable her to tend to her garden once again. She and her daughter talked about the excellent service they had received, noted some areas for improvement at the clinic, and finally – to our surprise – gave us an invitation to their home. Another older gentleman, stylishly dressed with a Canon camera slung around his neck, waxed poetic about how eager he was to photograph the people and traditions of the beautiful Loreto region again.

As we spent more days in Iquitos interviewing patients, we continued to hear similar stories. Patients described DNJ as a “gift” and “blessing,” praising the personal attention of the staff. In Iquitos, a city accustomed to seeing NGOs shuttle in and out on a temporary basis, DNJ’s gleaming new Iquitos facility and world class staff, seemingly here to stay and providing services for free, prompted awe and surprise. By the end of the week, we were all deeply moved by the immense difference DNJ was making, and we felt doubly determined to provide impactful recommendations.

After a final day in Iquitos – spent boating down the Amazon (the world’s widest river) and feeding piranhas, alligators, and adorable baby monkeys – we headed back to Lima. In Lima, we extensively interviewed DNJ staff members, collecting their stories, recommendations, and perspectives on patient experience and marketing. A highlight was getting the opportunity to scrub in and watch a live cataract surgery conducted by one of the top ophthalmologists in Latin America. The head nurse patiently explained each step of the process, from the medical checkups of patients just before surgery to the steady incisions and movements of the surgeon to the final, triumphant moment – a mere 10-20 minutes after the surgery began – when patients were helped up off their bed and walked out of the clinic. We were amazed that in under an hour, we had watched a man get back his sight…for free.

After a final push to crystallize our recommendations, we made a presentation to the DNJ board and senior management. We were touched that the board attentively and eagerly listened to our recommendations, and even brought us gifts – delicious alfajores! They were excited about the opportunities ahead and the path forward we charted for them.

All Around the World; IBD Teams In-Country

Written by:  Danner Doud-Martin, Assistant Director, Operations for the IBD Program

When I introduced myself to the Full-Time MBAs on their first day of class for the Spring IBD program, I told them I wanted to either be the sixth member of their team or be stowed in their suitcases.  There wasn’t a team I didn’t want to join as all 16 were going to work with great clients, on impactful projects, and in amazing destinations.  Now that our IBD students are scattered all over the world and sending photos and updates from their first weeks in-country, I am of course envious, but also proud to be a part of a program like IBD.  I am living vicariously through our Haas students as they have experiences that perhaps will change their lives, or at least make these next three weeks incredibly exciting.   

Team YGA having breakfast on Bosphorus river

Team YGA having breakfast on Bosphorus river

Teams tell us that they have been welcomed by their clients and the other members of the organizations with warmth, appreciation, and support.  They have enjoyed delicious local cuisine, been invited to people’s homes and seen the local sites.  They have toured crane factories, hospitals, warehouses, and flower markets.  Teams have scrubbed up and witnessed eye surgeries in Peru, been included in their client’s internal pitch meetings in Shanghai, and invited to lunch by the Prime Minister of Uganda.  They have been featured on local Turkish television and have conducted 3-hour design workshops for university students in Uganda.   

Team Seva before going into to witness a surgery in Peru

Team Seva before going into to witness a surgery in Peru

Importantly, they have learned more about their client’s needs: “One interesting thing that we have realised in our first 2 days is how much more we know of the business and the internal politics behind our client by just being here; which is something not very clear when you are sitting that far away,” shared one Team Lead.  There is an opportunity now to “fill in our gaps in knowledge through the interviews, market visits, and retail store visits we have scheduled over the next several weeks. We look forward to the rest of the trip!” shared the Agripacific Team.  IBD Teams also feel more connection to the client’s objective and how important the project outcome is to their client.   “It is most exciting to be on the ground here and feel the immensity and importance of the work that our client does,”  shared Blakey Larson, IBD Team Lead for Civil Right Defenders.  IBD teams also see where and how they can add value.  Team Lead, Harsh Thusu said of his project, “we are most excited about helping the accelerator in this interesting journey as they are at a crucial stage of their operations and our recommendations could bring great value to them to tap into the US market with a sustainable business model.”

Team ElectroMech Team ElectroMech with crane

Team ElectroMech

On their first day in-country, IBD Teams gave a day-of-arrival presentation, updating their clients on their findings to date and outlining their 3-week work plan leading up to their final presentations.  Teams felt good about their presentations and expressed how “engaged their clients were.”  They appreciated the collaboration, feedback, and lively discussions.  Carolyn Chuong, Team Lead for Team Makerere said that their clients were “very enthusiastic and also helped us refine our Theory of Change for the Center and think through private sector needs.”

Client’s have already shared accolades about their Haas IBD team members.  Khamisi Masanje, from Makerere University, said:

“This team is exceptional. They are very innovative, articulate, friendly and professional. The team has the right blend of skills because everyone is so good at what he or she does while at the same time, everyone is working as a team. The testimony from our Makerere students, who attended today’s design workshop led by the IBD Team, were so amusing.  I like the natural blend they are having with our students, staff and the general population of Makerere.  We shall surely miss our Haas students when they leave”.

YGA’s Sezin AYDIN said of Team Lead Chelsea Harris’s performance at their press conference, “Chelsea has done a great job, you

Team Ananda

can see how clearly she conveyed her messages, in a calm yet positively energizing way.  We are very happy that we had a chance to offer this kind of experience to our team and very glad that we represented YGA & Berkeley and the mission we serve together in science center project the most beautiful way possible”.

My favorite compliment was from Makerere’s Charles Baguma who said, “I think we got a high-flying team from Berkeley”.  In my opinion, Mr. Baguma’s comment resonates with me because Team Makerere and all of the other 15 Full-Time IBD teams are exceptional.  Based on their photos and comments, all the teams feel they are flying high right now.  Is it because of the incredible opportunity to work internationally on a consulting project? Is it because of the impact that our students are making on the company and the region or the bonds that are being formed between team members as they share this incredible journey? Is it the beautiful places they are visiting and the culture that they are experiencing? It is all of the above and more!  

You can enjoy their adventures by friending us on Facebook at  Each week we will post a blog written by each IBD team highlighting their experiences, and our first one written by Team Makerere can be found here.   You can also subscribe to our blog by going to

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In the Land of the Inkas

Inka_1 copy.png

Have you ever heard of sphagnum moss? Neither had we. Our team, FTMBA 2017 students Mitul Bhat, Katrina Gordon, Pan Lu, Hady Barry and Mostafa AbdelAziz, had the chance to explore this new world of small, absorbent, flowering plants through our Spring 2016 IBD project. We were assigned to work with Inka Moss, a Peruvian social enterprise, and one of its investors, NESsT, an early-stage impact investor, to develop a US go-to-market strategy for the sphagnum moss that Inka Moss collects and processes. Sphagnum moss is a highly absorbent type of moss that is used to grow specialty plants like orchids. It is used in its other forms as a soil conditioner, for decoration, or even as a natural water filter.

The “Moss” Diverse Team in IBD History

Inka_2 copyBetween ethnicity, nationality, languages spoken, professional experience, religious background, dietary preferences and sleep schedule, the members of our team were different in every way. This diversity in experiences and points of view made our experience quite unique!



Exploring Peru

In an effort to get to know Peru before starting work, we arrived early to explore different parts of the country. We hiked Machu Picchu, checked out the glaciers of Huaraz, and challenged our bodies at elevations over 5000m (16,000ft) high. We also quickly learned we love Peruvian breakfasts and walking around the beautiful streets of Lima!

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Ceviche por favor!

In between working, we were able to discover the city and find what makes this beautiful place tick. To our surprise, food became a pivotal part of this trip. Lima is a culinary powerhouse, and the ceviche, Chinese fusion ‘chifa,’ sandwiches, meats and local fruits definitely made the long hours together and many revisions of our project so much easier.

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Getting Down to Business

We devised an elaborate plan to create a helpful strategy for our client, which meant our schedule was packed: defining target customers, developing positioning of products, creating a go-to market plan with detailed messaging, pricing, distribution, and marketing tactics, and finally an implementation plan to boot!


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…and Night!

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Highlands visit

To give us more context, our client arranged for us to visit Inka Moss’ production facility in the Highlands. We had to wake up at 5:30 am to catch a 7-hour bus ride from Lima to Jauja, but we were very excited to gain a better understanding of where the moss is grown and the collect, cleaning, drying and packaging processes.

Inka_9 copy.pngInka_10 copy.png

Most importantly, we had the unique opportunity to interact with the community and understand the impact that Inka Moss has had in the communities it works with. After spending one day in the community up on the mountain, the next day was filled with sharing and interpreting the information and insights from our trip, brainstorming on our next steps, getting to the bus station, and a 10-hour bus ride! The traffic was insanely bad, but we finished 5 movies, 2 books and caught up on 2 days of sleep. Success!

Down to the Wire

In the end, it was our mission to turn all our experiences into actionable insights and devise a holistic go-to-market presentation for Inka Moss to use to enter the US market.

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Happy client, happy team! As we presented to our client during our final presentation, our goal was to offer Marco insights and actionable next steps that would enable Inka Moss to hit the ground running. If you asked any of us four months ago what sphagnum moss was, we would have had little to say—but now we can’t stop talking or thinking about it!


Updates from IBD Peru and Chile – Team Bocadio Part II

Part II of Spring 2015 IBD Team Bocadio’s adventures working with Bocadio, an innovative, high-quality meal delivery startup in Latin America.

3 – On Getting a Phone

As we settled into our daily routine of data analytics and market sizing, it was clear that communicating with each other, and Diego, would require finding a dataplan. It was through this adventure that Christian and Steven discovered that Inventarte’s complex check-out process was perhaps simply indicative of a cultural difference we had missed: Peruvians enjoy processes. Indeed, as it turns out, securing a phone plan required no less than 12 steps:

The Twelve Labors of Claro

  1. Find the only store in Lima where you can purchase a SIM card for your phone from Claro, one of the major operators in Latin America
  2. Revisit the store a second time, as it is closed on the weekends
  3. Line up for a ticket, and explain purpose of visit in broken Spanish
  4. Realize you need your passport and the little immigration stub to accomplish most things in Peru
  5. Return to hotel to pick up passport
  6. Rush frantically back to the store, as it closes early
  7. Line up for a ticket, realize the person at the desk has changed, and explain again the purpose of visit in broken Spanish
  8. Wait to be called to a customer service counter and get a voucher for a SIM card
  9. Line up at cash register to pay for the SIM card itself
  10. Return to customer service counter to collect SIM card
  11. Line up at automated kiosk to add initial credit to phone
  12. Return to customer service counter, to activate phone
Claro - many phones but only one place to buy a SIM

Claro – many phones but only one place to buy a SIM

In the hotel lobby, Kayo had already secured her own dataplan, and was happily browsing away when Steven and Christian, having triumphed over Claro, returned sweaty and disgusting, but with chests stuck out like proud warriors bringing back in their pockets the spoils of their war. “Actually,” Kayo said, “for me it was very fast. Japanese Guide told me everything I needed to bring.”

On the inside, Christian and Steven wept.

4 – On Our Travels Outside Lima

In Steven and Ben’s absence, Kayo and Christian opted to use their weekend alone to travel outside of the city and see some of the country’s favorite sights. While forewarned by Japanese Guide of the challenges that lay ahead of them, they embarked upon a perilous 8-hour bus and car journey to Nazca, sight of the world-famous Nazca lines. Of course, travelling around the country is much easier today that it would have been in the time of the Nazca people. Thousands of years ago, it would have taken months to get from Nazca to Lima by llama whereas today, thanks to the way people drive, you are lucky to get there at all.

Whatever they may have felt, however, Kayo and Christian had no real choice: humans are hard wired to travel. Indeed, we travel because no matter how content we are at home, we yearn take new tours, buy new souvenirs, introduce ravenous new bacteria to our intestines, learn new words for “explosive diarrhea,” and have all kinds of other unforgettable experiences that make us want to embrace our beds when we finally get home.

Of course, none of this mattered once Christian and Kayo finally found themselves on the tarmac of the Nazca Aerodrome (Motto: “The only way to fly. No really, we mean it, there is nothing for hundreds of miles.”) awaiting their turn in the back of a tiny Cessna, the preferred method of viewing the ancient lines. Thankful that the very hearty breakfast they had enjoyed that morning was helping to keep them warm in the frigid desert, Kayo and Christian listened to the pilot’s instructions as they were strapped into their seats. “Oh and I hope you skipped breakfast this morning,” he concluded, “things can get pretty bumpy.” Christian opened his mouth to make a witty remark, but before he could, the minuscule aircraft shot into the air.



...and a little bit of anxiety -- just a bit

…and a little bit of anxiety — just a bit

Meanwhile in Santiago, Steven and Ben were helping Diego add a real-world lens to his market research. The goal of the visit was to better understand the market conditions and viability for starting a Bocadio branch in Santiago, and begin building relationships with investors and local operators who could one day help grow the business.

Our first day in Santiago, a Haas alumnus, and old friend of Diego, Koichi Arimitsu, had a dinner to welcome Diego, Steven and Ben to Santiago. Koichi shared his experiences as an entrepreneur in Chile, starting one of the first large-scale solar plants in the northern desert. Koichi explained that Santiago’s start-up community is growing quickly, and is heavily supported by a strong government infrastructure. Koichi also complained about the lack of delicious food, despite the wealth of incredible, locally grown ingredients (Chile’s top exports include Wine, Salmon, Avocados, Grapes, Apples, Pears, and Pigs). As Koichi explained, “they’ve got amazing ingredients, but have no idea how to prepare them!” In fact, Chileans avoid “Chilean” cuisine at all costs. What are the two hottest restaurants in town? Peruvian exports: Gaston Acurio’s Le Mar, and Ciro Watanabe’s Osaka.

Diego, Ben, and Steven were excited to hear that the market opportunity in Santiago was prime for a new, high quality, low cost food delivery service – especially one backed Peruvian chefs that could meet the demand of a growing middle-class that lacked in-home help.

Koichi's Texas-sized portion of Pork & Asparagus

Koichi’s Texas-sized portion of Pork & Asparagus

The second day in Santiago, Steven, Ben and Diego had lined up a number of meetings with potential investors, including another solar entrepreneur (Haas ’07), a family office who was responsible for bringing Papa John’s to Chile, and the head of Fundacion Chile (Haas ’06). The first two meetings went incredibly well, each investor indicating that Bocadio would do well in Santiago, and they may be willing to contribute to help fund its expansion.

Diego discussing the Bocadio concept with Haas alum Christian Sjorgen

Diego discussing the Bocadio concept with Haas alum Christian Sjorgen

Steven, Ben and Diego were over the moon with this feedback. Hearing from real investors in the flesh of Bocadio’s market potential helped validate the months of market research they had been conducting on the ground in Berkeley. Further, they began to realize that the idolization of Peruvian cuisine and lack of local flavors was unique to Santiago, and perhaps made it a better market to begin expansion when compared to cities with similar profiles (such as Bogota).

The third day, Diego had arranged a tour of Aramark’s largest food processing facility in Santiago. This plant was responsible for cooking and delivering hundreds of thousands of meals a year to mines scattered across the north and south of Chile. The plant tour would provide Diego a window into a state-of-the-art food production facility, and the techniques required to optimize cooking food & then chilling it for delivery at scale.

Walking through the factory floor, Diego, Ben and Steven got to see first-hand the incredible technology that made this type of food production possible – including a laser-cutting machine that could quickly dice any type of meat into uniform cubes, identical in weight, and a giant skillet that could cook hundreds of pounds of spaghetti with meatballs by simply loading the ingredients. While adding to the future wish-list of equipment, Diego, Ben and Steven were also able to have an insight that could be applied immediately – adopting a bar code scanning system that could trace the origin of each meal, allowing for better insights throughout the supply chain.

Visiting Aramark's Plant

Visiting Aramark’s Plant

Ben and Steven taking advantage of the weekend in Santiago on horseback through the Andes

Ben and Steven taking advantage of the weekend in Santiago on horseback through the Andes

Showing some school spirit

Showing some school spirit


Updates from IBD Peru and Chile – Team Bocadio Part I

Berkeley-Haas Full-time MBA students Benjamin Geller, Steven Truong, Christian Kaas and Kayo Inoue worked with Peruvian food delivery startup “Bocadio” to launch the business in Lima, and craft a plan for expansion throughout Latin-America. Bocadio combines technology and gastronomy to provide high-quality meals delivered quickly at a low price-point. Originally our goal was to help Bocadio in its initial month of operation in Lima, while researching opportunities for international expansion. However, upon landing we realized that construction on the kitchen had been delayed. With this impetus, we refocused our project on preparing the Bocadio team for a successful Beta period when the kitchen completed in August, and investigating international expansion in Santiago, with Steven and Ben joining Diego for one week to meet with investors and operators.

1 – On Arriving in Peru

While the team left Berkeley at 4am, it was already night time when we arrived in Lima, excited to begin our IBD adventure with Bocadio, the latest addition to the city’s thriving food scene and the local analog to the Bay Area’s successful Munchery concept.

Making our way through the airport towards baggage collection, Steven saw an excellent opportunity for us to get started on one of the most important parts of our project. “Guys, we need to take a picture for our blog!” If I had even been irritated by tourists’ propensity to photograph themselves in the inane and inconvenient of settings, I can now sympathize that they must simply be collecting material for their IBD deliverable. This picture of us happily holding up foot traffic in-front of the Jorge Chavez International Airport international arrivals’ women’s lavatory can attest to this.

Arrival in Lima

Arrival in Lima

Exhausted by our trip, we were happy to have arrived a day early and to have Sunday off to discover Lima. Our first challenge was an important one, particularly given our project context: where do we eat? TripAdvisor raved about a local joint Haiti Haiti Café that was, rather interestingly, neither Haitian nor really a café. Proud of our first foray into the local culinary scene, we would later tell our client team about Haiti Haiti and how happy we were with our discovery. “This is not a good place to eat,” the team grimaced. Surprisingly, it turns out that hotdoggurl_345 from Skokie, Illinois is a poor assessor of Peruvian cuisine. Who knew?

First lunch in Peru - they love their potatoes

First lunch in Peru – they love their potatoes

Another wonderful meal - we were making a habit of this

Another wonderful meal – we were making a habit of this

While Steven and Christian put their extensive experience with the Spanish language and mime to communicate important things like “beer” or “fork,” Kayo seemed to be faring altogether better with her guidebook, sadly impenetrable for mere mortals, which we came to know affectionately as Japanese Guide.

Japanese Guide, or why Kayo always knew more than we did

Japanese Guide, or why Kayo always knew more than we did

2 – On Meeting Diego

Monday morning was our first meeting with Diego, who came to meet us at our hotel. Diego’s little yellow car shot through Lima traffic like a pinball, with team Bocadio in tow. “Don’t be afraid if I’m driving a little bit crazy, eh,” said Diego, elbowing his way across three lanes of traffic to catch a late turnoff, “it’s just the way you need to do things around here.” Some pink returned to our knuckles as we partly unclenched our grip our Diego’s car seats. Diego’s car would later feature in one of my dreams, with a rocket attached to the back, like a bright yellow Batmobile.

In record time, therefore, we found ourselves at Bocadio’s new office, nested above a little café in the upscale residential neighborhood of San Isidro. We enjoyed meeting so many of the people who – up to now – had only been names on an e-mail chain: Mauricio, Alex, Willy and Laura. Also present on our first day was Coque Ossio, one of Diego’s principal backers and owner of, we have come to suspect, pretty much every restaurant in Peru. Upon finding us setting up shop in a bakery near our hotel, Diego remarked “how do you like the Bonbonnière, it belongs to Coque, you know.” The restaurants at Lima airport? Coque. This celebrity connection greatly entertained us, of course, and Steven enjoyed introducing us everywhere we went as friends of Coque. Often, people would nod enthusiastically, either recognizing the name of one of the country’s great chefs, or thinking Steven was crazy. My money is on the latter.

Diego's yellow car

Diego’s yellow car

We then had the opportunity to sit down with Bocadio’s head chef at Coque’s restaurant across the street, and perform the arduous task of taste-testing potential items for the menu. We were struck by the vibrancy of flavors, and the different uses of potatoes in the dishes – who knew that Peru had over 3,000 varietals! We knew at this point that Bocadio had a dynamite product, which was great to experience first-hand.

Bocadio team member Mauricio helping serve up our first tasting

Bocadio team member Mauricio helping serve up our first tasting


Alex Riccio, one of Bocadio's main chefs, and a Munchery alum

Alex Riccio, one of Bocadio’s main chefs, and a Munchery alum

The team working hard

The team working hard

Happy campers pose with Chef Alex

Happy campers pose with Chef Alex


But back to Bocadio. One of our first tasks was to accompany Diego to meet Inventarte, his website production team, to review their progress and offer some suggestions for user-centric design based on our extensive experience of the one class Ben took on the subject. One of the main observations we made that day was that the check-out process for new users seemed overly complex, to the point of being potentially off-putting for new customers. In a similar vein, much of this first meeting focused on reducing the complexity of the Bocadio sales funnel, to make the ordering process as pleasant an experience as possible.

Reviewing the progress on the website

Reviewing the progress on the website

At the end of our first day, Diego dropped us off at one of Lima’s best-known Cevicherias, renowned for their modern interpretation of Peru’s ceviche, raw fish seized with lime juice. “The restaurant is great, but not in the best part of town,” Diego said. “Don’t leave this street.” Ben turned around to ask if he would like to join us “Dieg…”

But he was gone.

Like Batman.


“I’m Batman.”

Stay tuned for part 2 of Team Bocadio’s adventures…