or Lender

Proposal to:
Grantor or Lender

Made by:
Arriba Ya ngo, Jr. San Martin
, Trujillo, Perú

 Part IExecutive Summary 
 Part IIProblem Statement 
 Part III.Description of programmeme 
 Part IVImplementation & Work Plan 
 Part V.Expected Outcomes  
 Part VIMonitoring and evaluation 
 Part V11.Applicable Assets of Arriba Ya  
 Part VI11History of similar programmemes in Peru 
 Part IX.Project Startup Budget  
 Part XResumes  

Part I

This is the first phase of a national programme to bring economic development to many disadvantaged communities. To lift their impoverished inhabitants out of poverty by making available to them:

1 - Financial services - micro Investment/micro Franchises, [Investing capital in impoverished women, enough for them to start a small business.] Working with them for the first year as their partner, then helping them to open bank accounts and start to accumuate personal capital. Starting in the informal sector of the Peruvian economy, our partners will end up in the formal sector.

2 - Economic opportunities and help - Investigating, designing and deciding together a business appropriate to the desires, aptetudes and skill level of individuals and small groups. Helping them formulate a workable business plan. Teaching skills and providing hands-on experience in projects leading to opening their chosen microEnterprise. Weekly meetings with peers and instructors; perodic on-site monotering visits by consultants knowlegable in their little microEnterprise.

It begins with the creation of a successful and sustainable programme in city of Trujillo

  • Under the CO-sponsorship of Grantor or Lender and Bruce Thornton ; ArribaYa ong will concentrate its community development resources on bringing together and preparing groups of people (normally women) to receive instruction, capacitacion, personal and group preparation and motivation: leading to becoming a small community - capable of performing work and economic projects, cooperative of communal enterprise.
  • Beginning with very small micro Investments, stimulate select individuals or small groups in developing a sustainable enterprise or profitable cooperative project.
  • By this manner open projects in all Trujillo's poor communities, until eventfully everyone in Trujillo who lives below the poverty line will have been presented with an opportunity to lift themselves out of poverty.
  • Every time a community is successfully developed to the level of being self sustaining - as to the cost of the development and support investment required - it will be franchised out to one of its leading participants; thus freeing up Arriba Ya resource for other communities.
  • In this manner Arriba Ya will develop first Trujillo, and then then other cities in which it already has a functioning canter, with development capacity.: such as Chimbote, Cajamarca, Chiclayo, Huaraz, Lima. And eventually every city where Bruce Organización opens a new cente..

Part II


According to the best information we can get, 330,000 residents in Trujillo are surviving on income which falls below the internationally accepted poverty line.

During our six year investigations into the condition of life in Trujillo's poorer communities, the causes of their poverty, and evaluation of sustainable projects capable of lifting these communities out of poverty, we were able to identify a number of conditions help perpetrate poverty..

1 - The perception of the people who are trapped in poverty that there is no hope for them, no employer will offer them a job, they cannot think of any way to earn money and if they did think of something there is no capital to start it up. They have very low self esteem, feel they have no skills to compete on the labor market. In desperation they put their children out to work or beg; beg or look for charity themselves or turn to criminal activities.

2 - Unemployment. The official unemployment rate is around 8%. The real unemployment rate is perhaps six times that high. The "official" unemployment rate only takes into account people who are considered to be actively seeking employment, whereas most very poor people have given up trying. Here, 55% of the working population is listed as working in the "service sector"r of the economy. It is widely known in economic circles that a very high services sector in an economy which is not tourist or transport driven, "Service" is largely a disguise for people who are self employed in the marginal or informal sectors of the economy: earn less than the poverty level and are therefore effectively unemployed. Though most poor people screened give "Employment" as their highest desire, it is unrealistic to expect employment to be able to lift Trujillos poorer communities into the real economy.

3 - The very poor have almost no access to financial services, empresorial capacitacion, help in starting micro enterprises. From time to time ONGs or Financial Institutions with a social mandate in their charter reach out to the poorest communities. They launch effective projects which help the parts of the community they touch, and they rare rewarded by increasing their client base, normally with reliable clients. However, with growth and success they normally appropriate more resources and interest in their most profitable activities and the priority of investing in the labor intensive, low return micro Investment sector becomes a lower and lower priority. This leaves the vast majority of very poor people without help. It is difficult to find an ONG or socially chartered financial institution which will continue to return to the lowest part the economic pyramid to find new people to help.

4 - MicroEnterprise projects have not enjoyed the same success in urban environments as in rural and village environments. Arriba Ya ong was formed in 2003 to investigate this phenomenon and to examine and experiment with possible solutions for overcoming it. The elements of this present plan and proposal incorporate those results and findings and the pilot project which Bruce based on them is already succeeding on a scale similar to the best MicroEnterprise schemes now functioning in rural and village communities (Such as Grameen in Bangladesh).

Part III
Description of programme

1 - Community Development
2 - Capacitación
3 - Partners in MicroEnterprises
4 - Empresarial Mentoring
5 - Long Term Participation

Grantor or Lender - Arriba Ya ONG - Bruce Thornton

Community development is in fact the development of people of the community, and usually women, mostly mothers. Using what structures already exist (committees, woman's associations, mothers clubs), and creating new structures where necessary: begin to form the participants into communities of five to twenty people. Work with each community to thoroughly present what is being offered and what will be expected of the community and each of its members. Leading to the participants improving their living conditions - health, hygiene, personal discipline and parental attention - to the best extent possible within their present circumstances. They must collectively and individually sign an agreement committing them to improve themselves and their immediate environment in order to qualify to take part in this programme.
Grantor or Lender - Will co sponsos this part of the programmeme.
Arriba Ya - Will perform this part of the programmeme (Will provide social workers, psychologist, group leaders, motivational and administrative personnel.).
Bruce Thornton - Will co sponsors and direct this part of the programmeme.

Capacitación > Capacatition >Training: involves preparing the communities and individuals for the steps required to qualify as individuals, groups and communities to accepted as 'Investment Worthy'; and then to train them to be able to perform the work or project or service they will be embarking upon as an enterprise.
Arriba Ya will perform this element of the programmeme under the direction of Bruce Thornton .

Partnerships in MicroEnterprises will be extended to individuals nominated by each community (the smallest community unit is 5 members), and will be guaranteed by all its member.
Bruce Thornton - will make each investment. either directly or through authorised representatives.
Grantor or Lender - will provide Arriba Ya a grant, or Bruce Thornton a revolving line of credit, from which investments in 'associates' enterprises will be made.

Empresarial Mentoring - A team of business counselors (drawn from the local business schools and volunteers drawn from the local, and in some cases international, business community will assist each little enterprise according to the requirements of each entrepreur. Each microenterprise will be visited and evaluated on a regular basis during the first year of its existance.
Arriba Ya ,and Bruce Thornton will present each person to Grantor or Lender to open an account, and through each community will monitor each member's participation in saving money.

Long Term Participation by Arriba Ya will help to assure the continued development of the effected communities and individuals. Those who show promise and the desire to advance into a serious small business, Arriba Ya will help with the development and/or acquisition of a serious company. As the programme advances, and members, groups and participating communities begin to earn money, an essential step in their economical development involves each such group. enterprise, member opening a bank account, beginning to save money and pay taxes. I.E. moving from the informal to the formal sector of the economy. When the programme reaches this level of development, when there is a minimum level of economic success and stability in an district where there are a number of communities participating, the district will be franchised off to leading members of the programme in that district.
Participant: Arriba Ya .

Part IV
Implementation & Work Plan

First Month
[Note: A successful pilot project, begun by Bruce in May, 2007, will form the starting point or platform for this.]
Bruce Thornton will train the team of Arriba Ya professionals and workers who will participate in this programme. This also will involve employing and re-employing certain gifted professionals in Trujillo whom Bruce has identified over the years as being particularity able to perform the tasks required to successfully recruit, motivate and train the women who will comprise the Trujillo community and group directors with whom we begin the project.
Start capacitating women who have known about the coming of this project, and are ready to begin.

Second Month
Having completed the recruitment and initial training of MicroFranchise team of Arriba Ya (who will in fact continue to receive instruction and capacitacion during the first six months); spread out into the communities where Arriba Ya has been developing contacts, helping mothers, building friendships over several years. Recruit and begin training the community leaders who will motivate and supervise the programme in their area. Begin preparing graphic material, signs: all the materials, training manuals and tools required to conduct the programme.

Third Month
Having recruited and prepared the first group of community leaders; begin selecting individual members to populate each group. Train them. When they are trained, recruit more. When a group is ready, make the first two loans to members select by the entire group. At the end of April have twenty groups prepared, functioning and receiving Socios en Microenterprises assistance. Prepare branded material; - signs, chalecos, banners etc. - depicting Grantor or Lender as sponsor of this Arriba Ya project project.

Fourth Month
While continuing to recruit, motivate and train more community leaders and group members - continually forming more groups. Begin to introduce certain national companies who work with women - mostly in the conos de Lima - who Bruce has been recruiting for this project over time, to begin working with certain of our groups. Continue making Socios en Microenterprises loans. Increase the staff of Bruce to deal with the collection and accounting side of the programme.

Fifth Month
Begin packaging micro franchises and making them available to the groups and individuals who show the most promise in using the programme to achieve personal success, and indicate a ability and desire to grow their personal enterprise into a small company. With the help and participation of existing members who are already experiencing an improvement in their living condition; create a campaign atmosphere where poor people in communities who have not yet been reached, or who did not participate the first time they were given the opportunity will be motivated to join the programme. Use branded materials indicating Grantor or Lender 's sponsorship wherever possible. Continue recruiting, motivating and capacitizing group leaders and members. Increase our staff appropriate to the growing demand. Use the public exposure generated by the campaign surge to attract volunteers from Trujillo's universities and the community at large.

Sixth Month
This month concentrate staff and volunteers on the communities which are succeeding most at benefiting from the programme: Establish semi-permanent branded locations in the homes, bodegas, community canters available to the group and community leaders within the programme. Continue recruiting, training and campaigning. Work to strengthen the communities where the programme is catching on more slowly. Aim the campaign resources at those communities. Begin to pass more responsibility and authority to the best community and group directors..

Seventh Month
Continually using the success of one community or group to inspire neighboring communities and groups; strengthen the programme throughout Trujillo.Continue to recruit, train and help to advance directors and members. Continue to add semi-permanent branded group and community canter in areas of the city where the programme is seen to be successful. Establish long-term relationships and gain the participation of local universities, churches and institutions and the programme. In crease the number of groups and individuals which take advantage of the opportunity to own their own micro enterprise or microfranchise. Encourage a cooperative market relationship between individuals, groups and communities within the programme.

Eighth Month
Review every aspect of the programme and implement appropriate adjustments and/or corrections where appropriate. Strengthen the infrastructure in each community and transfer more authority and responsibility to each community and group able to accept it. In general, do everything possible to move leadership and control from Arriba Ya to the communities and groups; leaving Arriba Ya in support rather than in control. While helping communities and groups to grow and prosper, initiate and encourage (with the participation of Grantor or Lender ) automatic savings plans, whereby members start to build up their own capital: which leads to the final step out of poverty. With successful directors as partners, begin to introduce the programme to smaller communities throughout La Libertad.

Part V
Expected Outcomes

Number of beneficiaries to be reached

After first six months: 1,000 regularly participating (with 2,000 more in early stages) - $100,000 in circulation.
After first year: 2,500 regularly participating (with 5,000 more in early stages) - $500,000 in circulation.
After second year: 5,000 regularly participating (with 12,000 more in early stages) - $1,500,000 in circulation.
After second year: 11,000 regularly participating (with 18,000 more in early stages) - $3,500,000 in circulation

After five years a significant minority of the population in each of the poorer communities of Trujillo will be lifting itself out of poverty. Some will have succeeded to the extent of owning successful little enterprises. Entire communities will see that there is a way to escape poverty if they are prepared to take up the opportunity offered by this programme.

The people and the economy of Trujillo will have been enriched.

Part VI
Monitoring and evaluation plan

Monitoring the programme and its projects in each community

Each of our projects has four points of reference (4 reporting sources) by which our directors maintain a constant awareness of the progress and effectiveness of each community and group.

1) - Group Directors - The responsible person in a group of members. The one through whom comes information from Arriba Ya , and who notifies Arriba Ya on a weekly basis of the progress or problems of each member in her group. The one responsible for rallying members to attend meetings and make their payments on time. The one through whom comes news, new opportunities, capacitation and motication. The course of weekly news of progress, success, problems or help needs.Group Directors make their weekly report to their Community Directors, and a copy goes to our central office.

2) - Community Directors - The coordinator of all the groups within a certain district; The binderies of a district are determined by distance, population and number of participants; not necessarily by the official binderies of that part of Trujillo. Community directors help Group Directors to succeed and become semi-independent through success. They help with promotion, capacitacion, problem solving, institutional and fiscal responsibility and control. A Community Director can have between ten and thirty groups in her community. Her weekly report to Arriba Ya reflects the progress and needs of all the groups in her community.

3) - Project Coordinators - The staff members at Arriba Ya responsible to developing communities and groups, recruiting, training and directing community and group directors. Can have responsibility for three to ten Communities, depending on the stability and success of the communities and the Coordinator's capacity. Community directors are in communication with Project Coordinators on a daily basis and produce an official weekly report encompassing each group's report plus the promotional and development of each community. Project Coordinators are responsible for the success of each community in their portfolio. Project Coordinators report to the City Director.

4) - City Director - The person responsible for the success of this programme in their city. Overseeing every aspect of the programme: its foundation, promotion, growth, success and security. The City Director oversees the work of the Project Coordinators and reports to Bruce Thornton .

Bruce Thornton directs the programme within Arriba Ya and is personally responsible for providing and acquiring the borrowed and granted capital necessary to accomplish the programme.

Part VII
Assets and Accomplishments which equip Arriba Ya to successfully develop this programme

The staff and volunteers of Arriba Ya have tirelessly devoted themselves (in some Latin Am erican Countries) during six years to improving the lives of many of the poorest communities in Trujillo. This has included health, nutrition, social services, education and capacitacion. Our founder is an economist with forty years experience in similar work, who has also successfully operated microFranchise projects in the past. See:

A few example of resources in place
Women already involved as local leaders with Arriba Ya in the communities in Northern Peru:

Barrio Aires
El Milagro
Florencia de Mora
1 Mothers Club1 school1 mothers club, schools in Las Palmeras, Nuevo Jerusalen & Via Hermosa10 mothers clubscommunity3 schools: Alta Salavery, Delicias, Miramar1 school: Cero Pesqueda1 school: Alta Trujillo1 mothers club

Total: 1,623.....


History of similar programmes in Peru

Peru, being one of the top three or four countries in Latin America for MicroFranchise, has a number of notable accomplishments; namely institutions or ONGs which were formed for the purpose of helping to develop the most empoverished communities through microFranchise, microempresorial development and eventually the provision of financial services to these communities. Without naming all of the institutions and entities which have grown out of microfinancil beginnings, here is an outline of what has happened in the course of developing four categories of said entities [The result of this also indicates the need for Arriba Ya to embark on this present programme.].

Cajas Municipal (Namely Caja Ariquipa & Grantor or Lender - with 55 outlets between them) - Began providing financial services including micro Franchise to the lower segment of the economy, including the lowest segment, the poorest. They succeeded marvelously, and as their clients rose up the economic pyramid, so did they. Over time, however they stopped returning to the bottom of the pyramid to offer again micro financial services to the very poorest; and eventually lost the capacity to perform in this sector as their staff and services evolved into a more standard banking mentality.

Banco Del Trabajo, Peruvian presence of a Chilean Bank with 55 outlets, whose mission is to serve "people in the middle to low economic sector"; and who, having served many poor people. With the rising economic status of its clientele, however, Banco Del Trabajo has also raised its requirements: making it difficult for very poor people to gain access to its services.

MiBanco, The 33 year old ONG "AccionComunitaria del Peru" (APC), was transformed into MiBanco.. While its noble history - helping tens of thousands of very poor Peruvians out of poverty - was carried with it from ONG to Bank: it has, since 1998, begun to develop many of the same Investment qualification requirements of a regular bank: thus putting its service beyond the reach of the very poorest.

ProMujer, A well respected Bolivian/US ONG now working in Tacna, entered Peru in 1999, became self sustaining in 2002,' has since disbursed more than $42 million in loans, has a client base of more than 30,000 and will overtake MiBanko in size within a decade. ProMuer has not moved from its founding mission of helping the very poorest to succeed financially.
Arriba Ya ONG has remained faithful to its mission to help the very poorest of the poor for all of its history, and its founder did the same for nearly 40 years before starting the ONG. Because of his expedience and the professionalism and dedication of those who work with him, it is highly likely this programme will succeed. It is also likely that the priority of Arriba Ya will remain centered upon helping the poorest of the poor for as long as it exists.

Part IX
programme startup Budget
The startup budget consists of the amount of capital required to initiate and implement this programme in all the larger of Trujillo where the economic condition of a majority of the residents is at or below the poverty line. This budget is adequate to launch the programme and operate it for six months; thereafter it will be operated within the current budget of ArribaYa ong, and supported by contributions from Bruce Thornton . It is envisioned that the project will become self sustaining within 18 to 24 months.

Amount: $52,000.00

Breakdown: See Below

Grantor or Lender- $26,000 -/- Bruce Thornton - $26,000

Allocation of Startup budget:

First Month
Training existing staff and recruiting key executives to help operate the programme. Capacitacion of previously recruited women in target communities.

. ...................................................................................$3,000
Second Month
Launch programme in the target pueblos joveness. Recruit, motivate, capacitate quantities of Community and Group Directors. Compose, design and begin to produce graphic materials to be used in this programme.
.................................................................................... $6,000

Third Month
Using the recently recruited and capacitated Community and Group Directors, work diligently in their communities to recruit individual women to populate the Groups. Start to prepare and order branded material - signs, chalecos, banners etc..Start disbursing micro loans. .
Fourth Month
While continuing the active marketing and promotional activities above mentioned, start to introduce national companies who will make contracts with some of our Groups, and we will disburse micro Investments in support. Recruit & train more staff to handle collections.and accounting.
Fifth Mont
While continuing all of the above activities, employ consultants to complete a range of microfranchise packages appropriate to the local market and economy. Mobilize successful groups and individuals to help launch a campaign style marketing and promotion effort in communities we have not yet reached. Utilize branded materials and media exposure to help spread the campaign.

Sixth Month
Consolidate and stabilize existing communities and groups; and increase the number of Socios en Microenterprises disbursements to these groups and communities.Continue to drive and support the campaign. .

Seventh Month
Recruit volunteers from Universities. Develop a cooperative market between the groups and communities throughout Trujillo. Begin to turn over more authority to Community and Group Directors as they prove themselves.
. ...................................................................................$3,000

. ..............................................

Total startup cost of project...................................$52,000.00

Draw-down from each source

Grantor or Lender
Bruce Thornton



Identification of startup costs
Startup cost comprise purchases of services, equipment, systems and supplies, plus monthly expenses made up of salaried payroll, contract workers, transportation, marketing and publicity: necessary to launch the programme and operate it for the first six months.

Stated in US dollars $:


  • Printing....................................................$ 3,100
  • Banners & soft signs...................................2,800
  • Rigid signs (16)...........................................1,800
  • Design & publication of 10 MicroFranchises...5,200
  • Branded uniforms and chalecos....................3,600

  • Software & IT..............................................4,061
  • Graphic Design, layout &patterns................... 800


Monthly expenses

- Salaried staff.............................................. $600

- Contract Headquarters Staff......................... 900

- Short term field staff ....................................1,558

- Overhead & Indirect..........................................867

- Mobilidad......................................................1,240

- Advertising, Publicity & Events..................... 1,534


Projected Monthly draw-down
1st Month
2nd Month
3rd Month
4th Month
5th Month
6th Month
7th Month



Part X

....................................(version ilustrado: )


Peruvian Nationality # (DNI) 45625956


Econimista, Hitoriador, Fillantropo.

Economista del Repubilca de Haiti 1,966 - 1,968

Fundador de -Orfanato en Grenoble, Francia 1, 976- 1,982

-Terra Hommes (Suiza} Dr. Kaiser Fundador y Director


-1,983-87 Misioneros de la Caridad (Inglaterra)

-Con la Madre Teresa de Calcuta.(India).

-Restaurant de Corazon, Francia

1,978-90 , Barco "Mercy Ships", Africa,( este).Barco con

medicinas, ropa, comida.y instrumentos

Proyectos de Microfinaza, Somalia 1,986 -87

-1,983,93- Ayuda a las esposas e hijos de prisioneros, de

presos, en Asociacion con Prision Fellowship Internacional

(Francia,a Alemania, Espana, Latino America y Africa.

Ron Nichols, Reston, Virginia.US

-1,979-98 Enviamos vestimenta y voluntarios a orfanatos, con

Bruce International Childrens Villages, (S.O.S –Kinderdor In-

Ternational )- Austria, Panamar, Nicaragua, Beliz, Guatemala.

-1,985-86 Ciudad de Guzman, Mexico, Ciudad de 90,000 habi-

tantes, la cual en 1,985 fue destruida por un terremoto de 1,985.

-1,980-87 Proveimos Resguardo y dar nueva ida para las personas sin hogar.

Se aperturo a segunda casa de EMAUS. En America, 1985 L Abbe Pierre

Francia, Espana, Netherlands, Abudabe, America).

1,985-1996 Proveimos de resguardo y asistencia a refugios.

Con Asociacion ICMC (International Catholic Migration Commission)-Swit-

Zerland, Francia, Africa y el este de Europa.

1996-2000 Auspiciamos a madres solteras que recibian

Ninos de la calle de Ciudad de Latino America.

2001 Fundador de Arriba Ya , hasta la fecha.



Ana Teresa Rosell Grijalba

Peruvian Nationality # (DNI) 17812554

Lugar de Nacimiento Trujillo, Estudios Pirmarios y Secundarios

Colegio Particular Sagrado Corazon de Trujillo. 1968- 1977

Estudios Superiores IPAE – Administración Bancaria

Practicas Porfesionales : Ministerio de Agricultura,Purina S.A.

Trupal, Banco Central Hipotecario del


Trabajos : Banco Central Hipotecario del Perú.1980


Micro Empresa propia.1993-1995

Banco Solventa 1995-1997

Banco Santander( Credisur) Funcionaria


Adjunta a la Gerencia.

Micro Empresa Propia 1998- 2001

Bruce Perú(S.O.S Perú}. Hasta la fecha.

2001- hasta la fecha.

Ana Teresa Rosell Grijalba

Presidente-Rep. Legal