Peru continues to cement its reputation as a powerhouse of entrepreneurship in Latin America. According to recent data from the National Institute of Statistics and Informatics (INEI), more than 89,000 new businesses were established in the first quarter of this year—a figure that outpaces the same period in 2025. Yet, beneath this vibrant surface of economic activity lies a sobering reality: only two out of every ten new businesses successfully navigate the "valley of death" to survive their first year of operation.
In a landmark effort to bridge this gap, the Fundación AJE Eduardo & Mirtha Añaños, in strategic collaboration with Amazon Web Services (AWS), has launched Emprende Club. This innovative, AI-powered platform provides free, specialized advisory services in marketing, sales, pricing strategies, and business management, aiming to democratize access to the expertise that often determines whether a startup flourishes or folds.
The Genesis of a Vision: From Ayacucho to Global Success
To understand the philosophy behind Emprende Club, one must look back 38 years to the highlands of Ayacucho. It was there that the Añaños family began their journey, laying the foundations for what would eventually become the AJE Group, a multinational beverage titan with a footprint in over 20 countries.
Vicky Añaños, President of the Fundación AJE Eduardo & Mirtha Añaños, emphasizes that the platform is not merely a technical tool; it is a manifestation of the family’s core values. "We were born from a very small enterprise, and we have grown through sheer perseverance," she noted. "Our parents taught us that the key to success lies in intense, honest work. Through this foundation, we want to ensure that today’s entrepreneurs do not feel alone. They need mentorship, and we are here to provide that support system."
The launch of the platform coincides with the National Entrepreneurship Contest, a nationwide initiative that will traverse Peru’s five major macro-regions. With a total prize pool of S/500,000—including awards of up to S/100,000 for high-impact projects—the contest is designed to identify and accelerate the country’s most promising ventures.
Bridging the Knowledge Gap: The Role of Artificial Intelligence
The core of this initiative is its sophisticated AI engine, hosted on the secure and scalable infrastructure of Amazon Web Services. Ricardo Arboccó, Global Manager of Digital Transformation at the AJE Group and head of its Innovation Committee, identifies the lack of technical knowledge as the primary barrier for budding business owners.
"Two out of ten is a statistic we are determined to improve," says Arboccó. "The challenges are multifaceted, but the lack of access to specialized advice is the most persistent obstacle. Emprende Club acts as a 24/7 expert consultant, offering personalized guidance on pricing, commercial strategies, brand identity—such as logos and naming—and even preparing professional business presentations."
How the Platform Works:
- Customized Guidance: The AI learns from the user’s specific business sector and location, providing tailored advice rather than generic business advice.
- Historical Tracking: Users can save their consultation history, allowing the AI to build a contextual understanding of the business’s evolution over time.
- Zero Barrier to Entry: The platform is entirely free. It requires no subscriptions, credit card registrations, or hidden fees, making it accessible to any Peruvian with an internet connection.
Supporting Data: The Entrepreneurial Landscape in Peru
The urgency of this initiative is underscored by data. While the volume of new registrations is high, the "mortality rate" of these businesses is a significant drag on the economy. Most of these failures are attributed to a lack of financial literacy, poor market research, and an inability to pivot business models during periods of instability.
According to a 2025 study by MIT regarding the adoption of artificial intelligence in Latin America, approximately 43.75% of Peruvian organizations are already utilizing some form of AI. However, this adoption is heavily skewed toward large corporations. The Emprende Club initiative seeks to invert this trend, ensuring that micro and small enterprises (MSEs) can compete on a level playing field by utilizing the same advanced technology as their larger counterparts.
Official Perspectives: Technology as a Great Equalizer
For the partners involved, the project is a long-term investment in the nation’s social and economic fabric. Joel Vera, General Manager of AWS for Peru, Bolivia, and Ecuador, views the project as a mission to democratize innovation.
"With artificial intelligence, we want to unlock new possibilities. We want to empower entrepreneurs to innovate, scale their operations, and compete in the global market under better conditions," Vera stated. "Our objective is to place the most advanced cloud and AI technology at the fingertips of anyone with internet access, regardless of their geographical location or the size of their balance sheet."
The collaboration between a legacy family business like AJE and a tech giant like AWS creates a unique synergy. AJE brings the "on-the-ground" experience of scaling from a local startup to a global player, while AWS provides the cutting-edge infrastructure necessary to process, analyze, and deliver high-quality business insights in real-time.
Implications: A New Era for the Peruvian Entrepreneur
The long-term goal of the Emprende Club is ambitious: to reach 20 million Peruvians and build one of the largest, most active entrepreneurial communities in Latin America. By providing the tools to refine business models and optimize operations, the foundation is attempting to change the narrative from one of "survival" to one of "sustainable growth."
Beyond the Screen: The Human Element
While the AI provides the technical backbone, the foundation remains committed to the human aspect of entrepreneurship. The platform serves as an emotional and educational companion. "An entrepreneur needs more than just a marketing plan," Vicky Añaños explains. "They need to know that their struggle is recognized and that they are part of a larger ecosystem of peers and mentors."
Looking Ahead
The registration window for the National Entrepreneurship Contest is currently open, running from July 16 to October 25, with the final national ceremony scheduled for December 12. As these events unfold, the Emprende Club platform will continue to iterate and learn, incorporating feedback from its users to refine its algorithms.
The implications for the Peruvian economy are profound. If the platform can even marginally improve the survival rate of the 89,000+ businesses created each year, the cumulative impact on GDP, employment, and social mobility will be substantial.
In a world where technology often threatens to automate away jobs, this initiative stands as a testament to the opposite philosophy: technology as a tool to create, support, and sustain the human spirit of enterprise. Whether it is a farmer in the Andes looking to scale their product or a tech-savvy youth in Lima launching a digital startup, the Emprende Club is designed to ensure that the next generation of business leaders has the tools, the knowledge, and the confidence to succeed.
Conclusion: How to Join
For those interested in leveraging these resources, the platform can be accessed at www.emprendeclub.com. By entering their specific business challenges, users can receive instant, data-driven feedback designed to turn their ventures into long-term successes.
In the words of the project organizers, the era of "going it alone" is coming to an end. Through the combination of ancestral grit and modern artificial intelligence, Peru’s entrepreneurs are finally gaining the competitive edge they have long deserved. As the country looks toward the future, the success of these businesses will undoubtedly serve as the engine for the next phase of national development.
