The Boruca Macs store intends to sell indigenous Boruca products since they carry profound cultural significance in Costa Rica. The products will be distributed from their Punta Arenas headquarters to smaller merchants through FedEx, USPS, and DHL. The Boruca tribe is known for crafting bags and rugs directly from forest materials such as leaves, clay, and mollusks (Haefner, 2022), which shows off their skills to transform natural materials into bags and rugs that give the item a unique touch. In addition, the tribe carries its traditions of using hand-spun cotton dyed with natural materials (Boruca, 2023), giving a promising high quality to the Boruca Macs products. The development of the astonishing designs on the Boruca Macs products comes from wild cotton and plants (Worldpress, 2014). Furthermore, due to being made of natural, high-quality materials, these goods are built to last.
In Costa Rica, the franchise sector is becoming very common and successful. For example, the country has 349 franchise companies operating, estimated at 3,000 locations, due to its franchise sector still expanding effectively (Michaels, 2020). Despite the effectiveness of word-of-mouth marketing, online channels have been instrumental in connecting businesses with customers. Social media platforms like Facebook and WhatsApp have paved the way for promoting and selling products through technology, with about 90% of purchases and sales being facilitated this way (Gonzalez, 2021). On the other hand, the trade relationship between Costa Rica and the United States is crucial for the economic growth of both nations. The United States is the biggest trading partner and foreign investor in Costa Rica; in 2022, agricultural exports from Costa Rica to the United States reached a value of $1.8 billion (Calzada, 2022). The Boruca Macs, in their effort to expand in the US, will be joining various week-long pop-up shops in different states. Yet, these temporary stores will allow customers to purchase one-of-a-kind and exclusive products for a limited time.
