Experience as a Driving Force for Entrepreneurship: César Estay’s Story

“I’m going to help you. You can count on me.” These are the words César Estay uses to welcome customers who walk into Nacer Publicidad, the business he built nearly 30 years ago in the city of Coquimbo. At 66, he works with mining companies, real estate developers and international organizations, including astronomical observatories, providing services ranging from large-format signs to occupational safety signage.

Raised in Maipú, César moved to Coquimbo 31 years ago. There, he met Nancy Rojo, the mother of his daughter, who worked in hand-drawn design and had a background in advertising. César studied Business Administration in Santiago and recalls that his first job in the region was as a warehouse assistant. He later worked in an administrative role at a company, but his income was not enough to cover his expenses.

That was when César decided to start a business with Nancy, who brought her experience in graphic design and advertising to the venture. “The first five years were tough. Little by little, we established ourselves and started buying more equipment,” he explains.

César says that the quality of their work and their commitment to customers opened up new opportunities. When it came to choosing a name for the business, they settled on Nacer Publicidad. With a clear goal of growing, they sought training and support, applying for courses and funding through Sercotec, Chile’s technical cooperation service for small businesses. They also received various recognitions.

Over time, Nacer Publicidad began working with clients who needed high-quality, specialized graphic solutions. For César, maintaining good relationships with customers means getting things right at every stage, from the first conversation to the final delivery. “We can see how much our customers trust our work because word of mouth has helped us become known. We haven’t had to go out looking for customers or promoting our services,” the entrepreneur says.

In January, when he turned 65, César retired, but he did not stop working. The income generated by Nacer Publicidad has become an important contribution to the household finances. That is why he and Nancy have been motivated to find ways to strengthen the business they have built together over the years.

With that goal in mind, he applied to Impulso Senior, a Fundación Luksic program that supports microentrepreneurs over the age of 55 by providing equipment and machinery. He was selected and received a multifunction printer, allowing them to bring printing, copying and scanning together in one place, digitize sketches and increase their production capacity.

For César, experience is one of the main advantages of what is often called the “third age.” “I have that safety net and a solid foundation built on the savings I accumulated beforehand and everything I’ve learned over the years,” he explains. “There is so much potential among older adults. I hope we can find ways to pass our knowledge on to younger generations,” he says.

He explains that his relationship with work goes beyond earning an income. He refers to ikigai, a Japanese philosophy associated with a sense of purpose and meaning in life, to explain why he remains so involved in every project. “I have a deep affection for my craft. It gives my life purpose.”

When talking about his customers, he says it is essential to make them feel heard and to deliver what they need. “When you put your heart into what you do, customers appreciate it, and that leads to new projects,” he says.

For César, continuing to grow means working responsibly, never giving up on his dreams, and always having new goals to strive for.