To the 26 years, the engineer Sandra Felsenstein began to give shape to what would be a consulting firm to help Argentine designers market their products abroad. Over time, modified the business core and focused on providing tools for small and medium-sized businesses. This year he plans to bill $ 3,2 millions.

Argentina was going through times of economic recovery, after the crisis that had hit society hard in 2001, and the twin surpluses had been established as a kind of flag that promised some good time. Ran 2005 y Sandra Felsenstein, then a young woman of 26 years, He found a business opportunity by thinking about how he could help local designers looking to market their products abroad.. But he saw that there were even more possibilities to advance, especially, in the products offered for SMEs. And so he founded, in 2006 and with an initial investment of u $ s

13.000 (own funds), Dinka, a consultancy that provides management services, professionalization, development and optimization of resources, which includes process reengineering, costs reduction, organization of structures and commercial management. In 2017 billed $ 2,5 million and expects to close this year with an annual turnover of $ 3,2 millions.

Trained as an Industrial Engineer at the University of Buenos Aires, with a postgraduate degree in Strategic Marketing (Belgrano University) and various business specialization courses, como Think Diuerent (IAE Business School), Creative Lab (IAE), Foreign trade (BankBoston Foundation), TPM y Lean (J&J), among others, Felsenstein began his professional career in an industrial plant of the Johnson company & Johnson. Once , worked in a highly experienced financial firm, analyzing European and United States companies for the construction of investment portfolios. Later, entered a consultant, assigned to process reengineering for Quilmes and Techint. Back then, He was offered the representation of Bicg by a Spanish consultancy firm specialized in innovation and new ways of working for those who led the project to transfer Repsol YPF in Argentina to the new César Pelli towers in Puerto Madero..

All these previous experiences in companies, although they were very important in their training, finally they confirmed their suspicions that the desks were not for her and that what motivated her the most were the challenges, the constant changes, non-monotony, ensures.

“So, one day I kicked the desk and looked for what would make me happy. The conventional business format was no longer attractive to me. I have traveled an interesting path until I reached the consultancy that we are today, discovering different types of companies with their different needs. Views from different angles, you can get to design a service format that fits just for each company”, comparte Felsenstein.

Change processes

His path in multinational companies allowed him to notice that cultural change and the implementation of new management tools is usually very slow.. “The challenge of

Working with small and medium-sized firms requires constant processes of change and that improvements are seen quickly and continuously.. Also requires, in many cases, rethinking of strategies, face eventual resistance to change, generational shocks, reorganize and optimize existing resources. Precisely, those are the challenges that decided me to bet on this segment”, agrega Felsenstein.

What were the first obstacles you had to face when undertaking? “Fortunately, we haven't found too many”, proudly holds.

And clarifies that, as it happens in any business that begins its activity, the initial task is to attract the first customers, which requires an effort at first.

“But it wasn't that difficult, since the proposal was attractive, We understood a real need in the market and were offering what several SMEs were needing.”.

As it did? “Of course, I started promoting myself among my closest environment and, too, to use the computer tools that we have at our disposal today. It was through the Internet that I managed to get my first client. It was very important to me, and I always remember it with much appreciation, since a few weeks later he recommended me to other people and thus started our growth spiral”.

The other very important point was to achieve the formation of a solid work team and very committed to the project.. “I needed to form an interdisciplinary stau, well focused and with perfectly defined talents and abilities”.

Looking ahead to the rest of the year, the entrepreneur hopes to continue growing organically and sustainably, both in terms of customers and also in regard to the internal team, that today is made up of six collaborators who accompany her in daily tasks. “On the other hand, increase our participation in projects in the interior of the country and in other countries in the region”, advance.


Initially, the name of the company founded by industrial engineer Sandra Felsenstein, Dinka, arose from a play on words: “Argentine Contemporary Designs”. “It is from when the company, in its beginnings, was dedicated to the representation of Argentine designers and the commercialization of their products abroad”, says the entrepreneur.

Nowadays, the firm offers its services for three large groups of companies:

Family businesses and large SMEs, they need to restructure, decrease costs, be more efficient or reengineer processes.

Smaller SMEs looking to become professional, increase your profitability, rethink its structure, market positioning.

Start-ups, which are normally projects that trust an idea but need help to do market research, bring added value to the project, find a business model, put together a business plan and implement it.

Foundation: 2006

Billing 2017: 2,5 millions

Initial investment: u $ s 13.000

Employees: 6

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