Moisés and Sara, a dynamic husband-and-wife team, have transformed Industrias Laford from a small Salvadoran business into a prominent regional brand known for its safe and effective pest control products. Throughout their journey, Bpeace has been a vital partner, providing guidance and support.
In 2021, after participating in several Bpeace programs, Moisés and Sara turned to Bpeace once more to learn from business experts how to develop and execute a U.S. e-commerce strategy for Cuckol Roach Killer, their flagship product for eliminating cockroaches. Their goal was to leverage the product’s unique advantages to penetrate the competitive U.S. market.
With the guidance of Carl Phelps, a digital marketer known for innovative solutions, Laford’s leadership team conducted an in-depth analysis of their competitive advantages and developed a strategy to market Cuckol effectively on e-commerce platforms.
“Carl specifically highlighted the importance of crafting the right wording and choosing the most impactful images,” explains Sara. “The product’s main benefits of being long-lasting, odorless, and made of natural ingredients were distinct advantages. Carl helped us understand that communicating these benefits would manage consumers’ expectations and reduce the risk of negative reviews that could harm the product listing.”
A critical step in the process was defining Cuckol’s customer base and their purchasing patterns to identify key target markets in the United States. By analyzing consumer behavior, they were able to tailor their marketing strategies more effectively.
Evaluating Cuckol’s cost structure and identifying price points for similar products revealed unexpected opportunities. “We were pleasantly surprised that we could increase the price more than we had expected,” Sara notes. “It was invaluable to have a U.S. expert in e-commerce who really understood our needs.”
Despite global supply chain issues and rising inflation, Moisés and Sara have kept Industrias Laford thriving. Since working with Carl in 2022, they have achieved an 11% revenue increase and created 12 new jobs. They’ve also invested significantly to meet evolving environmental regulations.
In 2023, leveraging insights gained from Bpeace, Industrias Laford reached several significant milestones. They completed a Good Manufacturing Practices (GMP)-certified laboratory for cosmetics and hygiene products, improved communication systems across management levels, and continued to benefit from financial and strategic planning tools provided by Bpeace. Additionally, they introduced more products on Amazon independently, applying the skills learned from Carl.
Ongoing Commitment to Social Responsibility
“We continue to do our part in providing dignified employment and will keep contributing to our society,” shares Sara.
The collaboration with Bpeace and experts like Carl Phelps has been instrumental to Industrias Laford’s growth and success in the U.S. market. Their commitment to quality and innovation ensures they remain a strong competitor in the pest control industry.
