Institutional Profile

social action

Women who make history

Our formula

Results

We believe…

Women that believed

We have a proper methodology, recognized internationally

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More than 33 thousand people benefited in all Brazil

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Consulado da Mulher believes in the social transformation by means of entrepreneurship

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Three histories of women who transformed their realities

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3

We make history

Consul believes in people’s desire to re-invent themselves and

knows those who walk together go further and therefore supports

entrepreneurs women so that they can improve their realities and of

those around them.

Since 2002, by means of Instituto Consulado da Mulher, Consul

empowers women so that they carry through their dreams by creating

small businesses which ensures income generating. Small, however

significant. More than 33 thousand women in Brazil have already

gone through this transformation, transforming their histories of life.

Therefore, in Consulado da Mulher, we say that…

The Institute works with low income women who have difficulties of being

inserted in the labor market and live in agricultural areas or in the outskirts of

the metropolises. In its majority, they are mothers who struggle to provide for

their families.

They are women who, although the difficulties, do not stop dreaming and want

better lives and future. We offer capacity building trainings, advisory and also

invest funds to transform the small businesses of these entrepreneurs into

lasting enterprises that generate income, jobs and quality of life.

We are present all over Brazil, supporting popular businesses, articulating

partnerships, sharing knowledge and catalyzing ideas. We believe that the

transformation comes in a chain reaction and the conquests of these women

can inspire their entire community and (why not?) the entire country.

Who we areWe believe in who believesLucia, Marinês, Nice and Expedita, they all believed, and they

are amongst over 33 thousand entrepreneur women, in 20

Brazilian states, with whom we have worked. What before was

only a dream for these women, after the technical assessorship

turned into business plans, production techniques, management

knowledge and positive results.

Our assessorship goes throughout all the business implementation

considering, partnership to build the marketing strategies, target

customers, advertisement and, more importantly, the transmission

of knowledge in all the phases of the process. We work together

with them on the elaboration of business plans, administrative

procedures, sales techniques, conflict resolution, gender relations

improvement, etc. We walk along with the women for an average

time of two years, which is the estimate necessary period to

conquer autonomy and feel secure to go on by themselves.

We stimulate the collectivity and the networking as ways of

strengthen the entrepreneurs. By working together they will be

better equipped to thrive in business.

The enterprises concentrate mainly in the branches of food and laundry (80%), but also

include groups of regional handicraft and beauty services

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Manifesto

Consulado da Mulher is Consul transforming dreams

into reality. Betting in the willpower of the people, who

when are well followed, have no limits to grow.

We stimulate and make possible the income generation

to improve the quality of life. To do so, we invest in

women. They are the ones who make personal conquests

into chain transformations with impact in the entire

community, without leaving nobody out of this history.

We believe in every women’s strenght to reinvent herself

and chase her dreams and go for it in a way that nobody

thought that they were capable of. Therefore, we inspire

women to do more and better. It is a little less “can I?” and

a lot more “yes, I can!” Thus, we go all around Brazil to

support popular enterprises, to articulate partnerships and

to catalyze ideas. To each person added to our thousands

of beneficiaries, we see reasons to celebrate.

We assume the responsibility to transform willpower into

truth and to construct histories from what we believe in.

Our performance

We act in the entire national territory, directly or by means of partnerships with non-profit social entities.

Local assessorship

Direct operation through our technical teams

in the cities where are located on Whirlpool

Latin America’ units: Rio Claro (SP), Joinville

(SC), Manaus (AM) and São Paulo (SP).

Values

We walk close to the women we support.

We add our knowledge and the knowledge

of our partners to the willpower that only

these women have. We know their day by

day and we work in team to build with them

a new story of happiness.

We enable entrepreneur women to build a

fairer and sustainable world, the world we

believe in and that we want to live in.

In everything we do we incorporate care. We

look at the life with affection.

With empathy, we welcome all the diversity

and promote the social inclusion of women

in order to transform the history of people,

families and entire communities.

Social transformation by means of incentive

to entrepreneurship, empowering women to

reach their dreams.

Partner

Vision Mission

Responsible

Careful

Solidarity

To support and to empower entrepreneur

women, providing knowledge and resources

to make possible the income generation.

One of the most important projects in the Local Assessorship is called Oficina do Sabor, which are snack

bars and cafes present in all the Whirlpool units and also in partner companies and organizations.

At these places, the business-oriented learning happens practically, offering to the company’s

employees options of healthy food, prepared by cookery entrepreneurs who are assisted by

Consulado da Mulher.

Remote assessorship

The enterprises are selected by means of

the Consulado da Mulher Award edict, and

entrepreneurs selected receive asses, financial

resources, and Consul Appliances as production

means. The capacity building training is offered

through our partners (local non-profit institutions),

who reports periodically to Consulado.

Consulado da Mulher Award

Since 2013, the Consulado da Mulher Award edict selects

the new enterprises that will be remotely supported.

The winning projects receive technical advisory in

business management aiming at its development, and

also besides the donation of Consul appliances used to

improve the production scale.

To participate in the edict and apply for the prize, the

enterprise must be popular and collective formed by, at

least, 70% of women and have clear women’s leadership.

In its first editions, the award counted on the support of

Ibis Hotel, of the Accor group, and Azul Airlines.

A recent research discloses that Brazilian women are upfront of the main activities amongst individual

micro entrepreneurs and they already represent 46% of the entrepreneurs of this segment.

The f irst place winners also receive a cash prize to invest

in the necessary infrastructure for the growth of the

business.

Who we are

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Shared success

We walk along with the assisted entrepreneurs, and celebrate

together. Every year, we quantify the results obtained by

these women as the best way to evaluate our own work. Their

success stories are also our success.

In 2014, there were 108 enterprises assisted,

with 1,570 people generating income and a

total revenue of BRL 5.3 mil lion

people generating income

benefited people

average rise of income per entrepreneur between the beginning and the end of assessorship period

Assisted enterprises

enterprises revenue people benefited since the beginning of our performance

1,570

6,314

50%

108

BRL 5.3 Million

2014 Social Balance Sheet

33 thousand

59under direct performance

under assisted by means of partnerships

49

2014 Social Balance sheet

Our success formula Since our foundation in 2002, we have learned a lot on

empowering of the women and the promotion to the

income generation through entrepreneurship.

This learning has become a proper methodology of work

that guides the performance of our teams and partners

to ensure the development of popular businesses.

The methodology developed by Consulado da Mulher

is based on key performance indicators and follows

the principles of the popular education, gender

equality of and network.

Our care and affection in everything we do have been

recognized by national and international awards, as the

Certification of the Fundação Banco do Brasil, Doar para

Transformar Award, participation in the Clinton Global

Initiative and the Ruth Cardoso Medal, among others.

We work to transform dreams into reality. We transmit knowledge so

that the entrepreneurs learn with practice. Their own wil lpower and efforts

al lows the business growth and the development.

We identify and choose the entrepreneurs

interested in receiving assessorship from two

ways: Consulado da Mulher Award, or through

the Local Selective Process. Entrepreneurs who

apply go through an initial assessment to

ensure that they meet the required criteria.

After being preselected, they will be able to

receive all the trainings that are provided at the

assessorship process, which includes themes as

Administrative Management, Legalization, Financial

Management, Marketing, Sales, Human Resources,

Production Management and Sustainability.

How It Works Election of New Entrepreneurs

Methodology

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InvestmentThe enterprises selected to receive assessorship may also receive investments from Consulado

da Mulher, represented by Consul household appliances or other resources and materials for the

business improvement.

Enterprising education and assessorship

Based on the business plan and specific diagnoses, areas of development are identified. The action

plans to strengthen the business will be prepared and implemented on the next two years of

assessorship. In the Direct assessorship social educators follow the groups weekly. On the Remote

Assessorship, the social educator of Consulado da Mulher visit the enterprise twice a year. The

process is carried out by partners, which use Consulado’s methodology and reports periodically to

Consulado da Mulher.

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A laundry dreamFour years ago, the entrepreneurs of the LavPaty enterprise lived in

stilt houses in the slum quarter of Canal Acaraú, in Guarujá (SP), and

they had no perspectives and chances to improve their lives. “When

it rained it all got flooded and insects and rats came in”, remembers

Elenice Rego Edeltrudes, 52 years old, also known as Nice. From

2010 on everything changed: they got new houses, built by the

NGO Habitat Brasil, in partnership with Whirlpool Latin America and

other companies of the region. To add to this project of new homes,

Consulado da Mulher identified potential for a business in the laundry

branch that could take care of the community and create conditions

for these families to generate income and support themselves.

The group that integrates LavPaty Laundry received training

on how to manage the business and to execute the services of

laundering clothes. The name of the enterprise was chosen by

the group in a homage to the Nice’s daughter, Patricia, who was

very dedicated to the project, but passed away in 2011, before the

project was concluded. The first laundry equipments were donated

by Consulado, which also searched for new partnerships to obtain

other items necessary to the functioning of the business. Today,

business is growing and a social educator of Consulado visits

LavPaty weekly to guide the management of the businesses.

The customers are the neighbors of the community. For two years

after the beginning of the functioning, Consulado will afford 50%

of the expenditures. “It is like a dream, it is our laundry. We are

learning how to run the business and, afterwards, everything will

be for us,” says Nice. Now they are ready to grow. “Every month

we get off 10% of our earnings for the contingent fund. This is how

it works. Everything we know the Consulado taught us”. For the

future, LavPaty focuses on large clients, as hotels and restaurants

of Guarujá. The goal is to pay all the expenditures of the laundry

and provide a good income for its participants.

Inaugurated in January 2014,

the project changed lives and brought

hope

Lavanderia Solidaria LavPaty

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Opportunities with the Amazon flavorSoursop, buriti, cupuaçu, guava, coconut, passion fruit and much

willpower. These are some of the ingredients of ice cream Sabores

do Tarumã, produced and sold in the community Nossa Senhora de

Fátima, close to Manaus, since 2010. The enterprise emerged as an

idea of Daniele Aparecida Cerrão, 37 years old, who used to make

100% natural ice cream for her family, but always wanted to find a

way to generate income and opportunities with the great amount of

fruits of the region.

“I had the idea, but didn’t had the money. They [Consulado da

Mulher] saw our potential and taught us to walk by ourselves.

They guided us into forming a group of women, how to start a

small business, and donated us freezers, packing and equipment,

besides renting a space where we could start the activities,” says

Daniele. Part of the fruits comes from plantations owned by the

entrepreneurs themselves, and the lacking part is bought from the

community’s cooperative, called Agrofruta. Moreover, Consulado

offered qualification and entrepreneurship courses and it helped with

the initial sales - in the plant of Whirlpool Latin America in Manaus.

Today, the tasks are divided and production varies from 200

to 250 ice cream servings per week sold in the community,

generating income for these women. Nevertheless, the income

is not all. “The women here had no possibilities of personal nor

professional growth. And most of them was illiterate,” says Daniela.

Thanks to the visibility of the ice cream parlor, a volunteer got to

know the project and they were taught to read and write.

In the near future, the entrepreneurs intends to build an ample,

well-structuralized space to obtain the certification of the ANVISA

(Brazilian National Agency of Sanitary Surveillance) and to spread

the brand Sabores do Tarumã throughout Manaus.

“Women here had no

possibilities of personal nor professional

growth.”

Sabores do Taruma

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The addition that multipliesSearching to innovate in the creation of new opportunities of

generation of income for the women beneficiated, Consulado

da Mulher proposed to the food enterprises to unite and work

in chain. The work is divided and the earnings are multiplied.

The key of the success is in the union and cooperation

between people.

Rede União dos Sabores Solidários, formed in 2011, gathers

around 90 women from 14 different enterprises of several

regions of São Paulo metropolitan area and Cubatão,

providing services as coffee breaks and catering, besides

corporative receptions and events.

The groups learned to organize, to divide tasks and to

increase production, which allowed taking care of a bigger

range of customers, offering varied specialties as candies,

snacks, sandwiches, meals, etc. These women’s income

increased over 100% since the beginning of the enterprise,

which made possible the magnifying of the productive

capacity, as well as improvements of the production place,

besides giving autonomy and empowering each participant.

Flavia Rodrigues, 27 years old, is one of the women who had their

lives transformed by the initiative. She was attending a culinary

course when she was invited to the Paraíso Saudável enterprise,

responsible for the management of the Oficina do Sabor and the

Carrinho do Sabor, which commercialize in the Administrative

Center of Whirlpool, in São Paulo. Today, besides producing

diverse types of foods, they also buy from other enterprises of

the chain, commercialize and manage the snack bar. “Now we

have much more responsibility. For me this would be something

impossible, but the Consulado believed, saw we had the capacity

to manage a business and helped us,” evaluates Flavia.

Operating in a network,

enterprise share opportunities

grow their service capacity and

multiply earnings.

Rede Uniao dos Sabores Solidarios

Ap

ril /

20

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www.consuladodamulher.org.br

/consuladodamulher

@consuladomulher

/consuladomulher

/instituto-consulado-da-mulher

FSC

São Paulo (SP) Unit and Administrative CenterRua Olympia Semeraro, 675, Jd. Santa Emília – Zip Code 04183-090Phone (55-11) 3566-1705

Rio Claro (SP) UnitAvenida 80 A, n° 777, Distrito Industrial – Zip Code 13506-095Phone (55-19) 2111-9493

Joinville (SC) UnitRua Dona Francisca, 7.173, Zona Industrial Norte Phone (55-47) 3803-4836

Manaus (AM) UnitRua Torquato Tapajós, 7.500, Bairro Colônia Terra Nova – Zip Code 69048-660Phone (55-92) 3301-8550

social action