A Cuban entrepreneur, known on TikTok as Maire (@mairelysdelarosa6), recently shared a 43-second video addressing the question many have pondered: Is it feasible to start a business in Cuba? Her straightforward response has struck a chord with those who face similar challenges she outlines daily.
"I was asked if it's possible to start a business in Cuba, and here I'm going to give you my most honest answer. No one here teaches us how to do it, and there's absolutely no guarantee of anything," Maire begins in the video, speaking plainly and without sugar-coating the realities.
Instead of overlooking the hurdles, she highlights the core issues: the lack of education, resources, and ideal conditions. Yet, her focus shifts to what truly matters—the determination to find solutions.
"What we don't lack is the drive to turn things around. I found a way without major resources, without grand inventions, and certainly without waiting for perfect conditions," she asserts.
Embracing Challenges as Opportunities
Her most striking point addresses those waiting for the perfect moment to start: "If you wait for the perfect time, you'll be waiting forever. And that's not just here, but anywhere in the world."
For Maire, the constraints of the Cuban environment serve not only as an obstacle but also as a forced learning experience: "The limitations compel us to be creative, and although it's painful, it makes us better. Here, we learn to problem-solve, and problem-solving is the most valuable skill there is."
The video concludes with a thought-provoking question that reframes the entire debate: "Yes, from Cuba, it is possible, but the question isn't whether it's possible, it's whether you're willing to try."
A Growing Trend Among Cuban Entrepreneurs
Maire's message aligns with a growing trend among Cuban women entrepreneurs using TikTok to showcase their businesses and share their journeys. Earlier this year, in April, another entrepreneur revealed earnings of 30,000 pesos on a day she described as "quite slow" due to power outages—approximately $57 at the informal exchange rate. In May, a 16-year-old left school to start a manicure business to help support her family.
This content emerges amidst a deeply troubled economy. According to private sector data collected by IPS Noticias, by 2025, over 9,500 small and medium-sized enterprises (SMEs) were actively operating in Cuba, with the non-state sector comprising 35% of employment and more than 55% of retail sales, surpassing the state for the first time in this metric.
Overcoming Structural Barriers
However, the challenges remain deeply rooted: frequent power outages exceeding 12 hours a day, fuel shortages affecting 96% of SMEs, rampant inflation, and currency instability. Additionally, regulatory frameworks present hurdles; this month, the regime amended the trademark law with Decree-Law 103, setting a $390 fee to register a brand, an extra burden for those attempting to formalize their enterprises.
In this context, Maire's video doesn't offer magical solutions or gloss over the harsh environment. Instead, her approach is simpler yet more demanding: stop waiting and dare to take the leap.
Cuban Entrepreneurship: Challenges and Solutions
What are the main challenges for entrepreneurs in Cuba?
Entrepreneurs in Cuba face numerous challenges, including lack of formal education on starting a business, resource scarcity, unreliable infrastructure, and restrictive regulatory environments.
How does Maire suggest overcoming these challenges?
Maire emphasizes the importance of creativity and determination. She believes that waiting for perfect conditions will only stall progress and encourages finding solutions despite the obstacles.
What impact has the private sector had on the Cuban economy?
The private sector in Cuba has grown significantly, representing 35% of employment and over 55% of retail sales, surpassing the state's contribution for the first time.