Unveiling the Saga of We Are SXM
Buckle up for a rollercoaster ride through triumphs, setbacks, and an unwavering belief in a dream that refused to be extinguished.
In 2012, I started working in Sint Maarten as a bar manager/host in unique places like Holland House, Sint Maarten Heineken Regatta, IGY Marinas, and Villas in Low Lands. During this time, I met many great people with the same questions: “What should I do?”, “Where should I go?”, “Who should I contact?” and many more… I quickly realized that TripAdvisor was the only tool, and primarily geared towards mass tourism and not focused on the actual quality of places (as everything had 5 stars). And so I began to guide people around to the best places on the island for us locals. As the people I met all had decent spending power, we would only send them to the best of the best, ensuring a quality-focused experience.
This is how the idea for We Are! SXM came to life in 2015. If I put all this information online, we could help A LOT more people to create experiences, pleasures, smiles, and great memories. When speaking about it, two people were very enthusiastic: my former partner Lisa, who had just finished her marketing studies, and cousin Sander, who knew the basics of building web pages. We saw the potential to not just guide tourists but to truly enhance their experiences and leave them with unforgettable memories. So, we started creating the company’s base with a logo and choosing the colors.
- Blue = The color of trust, as the ocean and the sky are always there for us, offering us the basic needs of oxygen and water.
- Grey = The color of commitment; like metal, we do not bend and stick with our word.
- White = The color of freedom and walking the road you please to walk
- Colors = Life is too dull without color, and we like to brighten your day by bringing color to life
- Icons = Let’s explain the five main icons: the Palm tree stands for Island Top Spots, the Cocktail glass for Nightlife & Fun, the Feet for exploring, things to do/activities, the Heart for self-care and love, the Calendar for planning your trip. We use many more icons on the page to simplify things for everyone.
The initial idea was to have a page where people could participate in auctioning things to do. We would list everyone for free, solely making a commission-based income.
And so we started in… (2015)
In 2015, as we planted the seeds for We Are SXM, skepticism loomed large. “How can a website make money?” they questioned, casting doubt upon the vision shared by Lisa, Sander, and myself.
Amidst these doubts, everything unfolded differently than planned. We realized Sint Maarten’s financial system was so far behind that no booking system could be linked, and online payments could not be received. Financial struggles ensued, forcing us to take on side jobs to make ends meet, creating an added layer of complexity. Nevertheless, facing the incredulous remarks, we stood firm, reassuring others with phrases like “You’ll see it will work” and “Trust me, this is gonna work.” Some were quick to encourage, while others echoed doubt. Weathering the storm, we encountered unforeseen hurdles, including Hurricane Irma in 2017, which left our efforts in ruins.
The relationship with Lisa ended as our paths took different directions. In the face of numerous setbacks, disbelievers multiplying, and standing as the sole survivor still believing in our plan; throwing in the towel had slipped my mind on several occasions.
A turnaround in life and a hard lesson learned… (2017 – 2019)
Yet, stubborn as I am quitting was a term absent from my vocabulary. There was only one direction: to defy all the doubters! I orchestrated a complete turnaround in life, channeling my focus solely into my company and eliminating all distractions.
Amidst this journey, I embarked on another venture, fueled by the promise of an equal partnership if I relinquished my concept for We Are SXM. And so I delved into selling marketing packages for another company, showcasing businesses online and in a pioneering tourism newspaper. This endeavor enlightened me to the essence of online traffic and the art of pricing ads effectively. Simultaneously, I nurtured their social media presence, updated followers on accessible businesses and fostering a flourishing community.
On the side, I orchestrated lively Pub Crawls, seizing the opportunity to relish my youth while boosting my earnings. Along this winding path, I crossed paths with an extraordinary woman, with whom I now share a blissful family.
After two years of relentless dedication, amassing over 40 clients, I sought a formal partnership, yet my plea fell on deaf ears. Reflecting now, I recognize the folly of commencing work without a written agreement, but in the wake of the hurricane, financial stability was paramount, and trust seemed sufficient. I found myself squeezed into a financial corner, barely scraping by, compelled to persistently sell to stay afloat. (I opted against disclosing the company I worked for, as they don’t merit the attention.)
Then came the realization: “Enough is enough.” I resolved to chart my own course, a sobering lesson learned. Armed with the knowledge of selling newspaper ads, I conceived my very own print venture. Afterall I had a loyal following cultivated between 2015 and 2017, my bank account held a mere $430. What was my next move, and was this enough to restart?
Enter the chapter of the “Island Pocket Guide”, a brainchild backed by a $5000 loan from a friend. (Late 2019)
Despite initial skepticism, the ambitious goal was set: recruit 15 companies to cover printing costs and kickstart the venture. Nervously approaching my first contact, Paul from Holland House Beach Hotel, proved to be a pivotal moment. After a promising meeting, he handed me a check, saying, “Go for it; once you have 15 companies, just cash this check; I am in.” The momentum continued with support from Mary’s Boon, Lagoonies, Nowhere Special, Rendez Vous Lounge, and many more followed. After two weeks, we reached our target of 15 clients, prompting us to create a sample version and continue selling for an additional six weeks.
The effort bore fruit, with 36 companies joining We Are SXM by the end of 2019 and the first Island guide hitting SXM, marking the beginning of a promising year. However, as the season gained momentum, the unforeseen obstacle of COVID-19 emerged in March 2020. Our borders closed, tourists were barred, and I found myself sitting with 15,000 guides marked for 2019 but no avenue for distribution. Companies couldn’t pay, and pleas to give up and work for a steady income echoed around me.
This fourth setback in four years led me to question whether success was ever meant for We Are SXM. Half a year of struggles followed, marked by volunteering and hustling side jobs for financial survival. During this time, the webpage underwent a comprehensive revamp, continuously adding new content. Yet, with no immediate returns and relying on loaned family funds, the six months felt like an eternity. The journey continued with doubts lingering and belief in We Are SXM dwindling.
August 2020 brought a glimmer of hope as borders reopened. (Late 2020)
Seizing the opportunity of finally re-opening, we reintroduced and sold our concept, now fortified, expanded, and improved.
The revamped webpage gained Google recognition, and finally, a span of three years unfolded without setbacks. We Are SXM thrived, growing from 36 company listings to a comprehensive platform supported by 100+ companies and with over 500 pages written about the Dutch and French sides of SXM.
Supported by locations from both sides of the island and promoting events from both tourism offices, We Are SXM blossomed into the envisioned portal for the entire island.
Today, with a second staff member and a dedicated team of freelancers, we passionately showcase the island’s beauty, realizing the dream that ignited in 2015. We Are SXM now prints 65.000 Island Pocket Guides yearly and is estimated to have an impressive 600.000 unique visitors to enjoy our webpage during 2024.
We share this journey as a testament to perseverance, helping people turn setbacks into stepping stones.
To those with dreams, I say, “DO NOT GIVE UP.” Adjust your course, weather the storms, and remember the goals that ignited your journey.
Everything that happens in life and how you react to it depends on your very own perception; allow your mind to be the strongest muscle, trust your gut feeling, and continue to move forward!
Thank you to all who believed in us and did not give up on the concept of collaboration. We love you!
A heartfelt thank you to each company that trusted us and to everyone who embraced our webpage. Without your support, none of this would have been possible. Here’s to many years of collaborative growth ahead!
Live, love and learn, small steps at a time,
Sunny Greetings,
Roy van Zutphen