Estimated reading time: 8 Min

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Bogotá is cold, sometimes it is rainy, and it is always unpredictable. The weather here is alive, it dances and plays with the people of Bogotá and more than once, it surprises them. For this reason, Pablo Buenahora, Juan José Buenahora, Luisa Navarro, Pablo Restrepo and Daniel Montoya created Treinta y Siete Grados, a 100% Colombian venture that wants to have all the inhabitants of this magical city, warm at the ideal temperature of the human body.

The story of Treinta y Siete Grados is that of five young entrepreneurs who identified a market niche, offered a solution and are also building an environmentally responsible, socially committed brand with impeccable logistics. Therefore, they sought the support of Cubbo. This is his story!

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Frank: How did Thirty-Seven Degrees come about and why?

Pablo Buenahora: Thirty-Seven Degrees was born for two reasons: first we wanted to put to the test what we were learning at the University, because we founded it while we were still studying our respective degrees and we wanted a way to put into practice what we were studying.

And secondly, we saw an opportunity in the market to provide people with something that had no solution that could give us a niche market. The product was originally born as a solution for the people of Bogotá, by giving them a piece of clothing that is easy to carry, that is very versatile and very dynamic, but that at the same time serves to withstand the extreme and changing climate that we have in Bogotá. Because here it can be a very sunny day in the morning and in a matter of minutes it can turn into torrential weather.

That was originally what we wanted with our jackets and today we have been able to expand our portfolio much more and in addition to having windbreakers, we already have raincoats, jackets and soon we are going to release t-shirts.

And we also wanted in some way to differentiate ourselves by adding a very special characteristic that differentiates us: that was to give a lot of color to our clothes because we want the Treinta y Siete Grados garments to transmit that color and that passion, to brighten the lives of all our clients.

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Read also: HoliHerb: Bringing natural balance to all of Mexico

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Frank: In what year was Treinta y Siete Grados born?

Pablo Buenahora: It was born in February 2019. Here in Colombia there is a very large music festival called Estéreo Picnic and what we wanted was to get the jackets out for that festival because due to the issues of protection against any type of weather and the color of the garments, it was the perfect setting to say "how are you?" that famous Hello World with which we can debut.

And that's why it was born on those dates, with a very small investment, a student budget, with which we had about 100 jackets made and we sold them in three days. And from February 2019 to date, there have been three years of much, much effort and much learning.

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Frank: Did you guys start before the Covid disaster?

Pablo Buenahora: Yes, a year and a half before Covid. And in Covid, during the first two months sales stopped completely but surprisingly it recovered much faster than we thought and in June/July we were already reaching sales levels that left us in a pretty good situation, considering everything that was happening.

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Frank: Did they start as ecommerce or were they a physical store first?

Pablo Buenahora: We have always been an ecommerce. In reality, our vision has always been to stay in ecommerce. We have done very well online. And what we do to be able to show our products physically is to attend renowned fairs, large fairs to show the product physically. But for now, we have done very well as an ecommerce.

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Frank: How has the logistics been? Because I understand that they already sell to all of Colombia.

Pablo Buenahora:Correct. And I take this opportunity to thank and say that it has been precisely with Cubbo that we have been able to take the product to all of Colombia. But yes, we started in Bogotá and as something very wild: ourselves delivering the jackets and making the addresses. We were in “everything”. Doing all the tasks and fulfilling all areas of the business.

And then, as we saw that we liked the product and that it could be adapted to the needs of other regions - because this is a product that at a design level was originally thought for Bogotá - then we began to expand. And we began to give the opportunity to other clients in other regions of Colombia to buy our products. And today, thanks to Cubbo, we know that a customer anywhere in Colombia can go online and buy the products they want and that with Cubbo they will receive them.

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Read also: Bioflora: Champions of probiotics in Mexico

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Frank: Pablo, how many are there in Thirty-Seven Degrees? Because I understand, from what you tell me, that they are few.

Pablo Buenahora:We are a small company in number of people, but not in business. Fortunately we have been able to grow a lot since our beginnings at the business level. On a human level, we are four founders and six other people who work with us. We are few in number of people, but we have grown a lot at the business level.

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Frank: And where does Thirty-Seven Degrees come from?

Pablo Buenahora: Thirty-Seven Degrees is the ideal temperature of the human body. So we built the entire brand concept around that figure, thirty-seven degrees Celsius. And that is why our products are designed so that the body is always at that temperature, at the ideal temperature.

Now, since we started with the first windbreakers, we have migrated to more complete products that continue with the same objective, but that add extra comfort features. For example, we have developed jackets for much colder environments, with waterproof inner linings, we have made bags and raincoats, hoods and we are going to release t-shirts. All under the concept of thirty-seven degrees.

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Efficiency and clarity to ensure profitability

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One of the words Paul repeats is “efficiency.” The concept is a fundamental part of the way Thirty-Seven Degrees operates. Something very necessary for a company so small in personnel, but so big in concept.

And this efficiency involves knowing how to recognize what things you can control, what things you should learn to control and what things are better left in the hands of professionals.

Logistics was precisely one of the things that Thirty-Seven Degrees correctly calculated that it should put in the hands of experts. And therefore, he looked for Cubbo.

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Frank: How do you get to Cubbo?

Pablo Buenahora: It was for several things. First of all, Cubbo met a model that we had been looking for for a while. Because being so few we need to be very efficient in the use of our resources. In that sense, the time we dedicate to the company has to generate the greatest impact and the greatest positive change possible.

Therefore, the issue of transportation and logistics was something that we wanted to outsource and we thought that by doing so, it would give us more opportunities to maximize business efficiency, improve and grow as a company.

So Cubbo was something we were looking for. And the truth is that they had offered us a similar model from the competition in Colombia from Cubbo, but seeing that they had arrived in Colombia through LinkedIn, we contacted them. And the truth is that it has been love at first sight and we are very happy to date.

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Frank: Was there anything you asked of Cubbo as a condition of working with them?

Pablo Buenahora: No. But I do believe that we were one of their first clients here in Colombia and the truth is, what we really liked was that they helped us from the beginning of the process. And we appreciate that very much. Because we are a brand that is growing and we are in the process of learning everything and that guide from Cubbo, that help, is appreciated. I think that the support they gave us was the best: they did not leave us alone or make us feel alone at any time.

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Frank: What are your business goals right now?

Pablo Buenahora:First of all, we want to consolidate the sales and management of the company a little to allow us to expand the team. Not because we are not doing well but because this way we can increase the company's development capabilities and bet on products that are more innovative in features that go beyond design, which continues to be our strong point.

Secondly, it is probably one of the most important things we are looking for, to expand our presence outside of Colombia; particularly in Mexico. And thirdly, I think it would be to focus on achieving the implementation of manufacturing processes and use of materials that are much more sustainable, because one of the most important issues we have at Treinta y Siete Grados is that we understand the wear and tear and damage that our culture and our way of consuming the planet generates.

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Frank: What advice would you give to a Colombian entrepreneur who wants to start creating their business?

Pablo Buenahora:Several things: first and thinking precisely about the case of Cubbo and how he helped us, it would be not to focus on what you don't know how to do. And even more so nowadays where it is so easy to get professional solutions to do the things that one does not know how to do, as we did with Cubbo, and thus be free to focus on what we do know how to do well. I would say you should start there.

And the second thing, entrepreneurship is a matter of sacrifices, but in the medium and long term it has many, many positive effects. That's why I recommend not letting your guard down, not giving up, and finding something that you are passionate about so that you can put all your effort into your daily life and come to see your business not as a job, but as a passion. And when you are passionate about something, you transmit that happiness to other people and that bodes well for success.

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During 2021 in Cubbo:

Our clients recorded 21% savings in operating costs.

97.1% of the products received were processed and ready to sell within 24 hours.

We achieved 99.7% shipping compliance.

We recorded 99.9875% accuracy in order preparation, equivalent to 1 error every 8,000 shipments.

60% of our deliveries in CDMX were completed the same day.

We completed nationwide deliveries in an average of 1.3 days.