El Club de comerciantes presentation

670
-1

Published on

El Club de comerciantes by Hugo Hernandez of El Club de Comerciantes

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
670
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

El Club de comerciantes presentation

  1. 2. <ul><li>El Club de Comerciantes is </li></ul><ul><li>a group that comprises small </li></ul><ul><li>to midsize members of the retail community </li></ul><ul><li>that serves Latinos </li></ul><ul><li>in the United States. </li></ul>
  2. 3. Retail table of opportunitties our remake from the dinner table of opportunitty MFHA’s business model <ul><li>Retailers, wholesalers,m anufacturers communitty Workforce | Customers | R&D team </li></ul><ul><li>americas mart </li></ul>
  3. 4. Mission <ul><li>El Club de Comerciantes’ mission is to strengthen cooperation among entrepreneurs and work to promote the growth of Latino-friendly retailers. </li></ul><ul><li>El Club accomplishes this mission by providing education opportunities, grassroots events and tradeshows oriented to improve business practices in the Latino retailer community. </li></ul>
  4. 5. Activities for a sustainable hispanic market sucess <ul><li>Discover, evaluate and validate concepts & prototypes: Workshops, seminars, Directories, Grassroot events and Tradeshows </li></ul><ul><li>Fine and tune concepts creation and promotion </li></ul><ul><li>Implementation </li></ul><ul><li>Maximize the likelihood of successful innovation </li></ul><ul><li>Market Opportunity Assessment </li></ul><ul><li>Identify & define opportunities & threats in the marketplace </li></ul>Research & Development 1 Creation Test Innovation 3 Product and Service creation 2
  5. 6. The latino friendly retailers? <ul><li>Fashion and Apparel </li></ul><ul><li>Grocery and convenient stores </li></ul><ul><li>Food service </li></ul><ul><li>Specialty stores </li></ul>El burrito mercado in St Paul-Mineapolis
  6. 7. A closer look at the retailers <ul><li>Background: US or foreign born </li></ul><ul><li>Latino/non-Latino, acculturated/non acculturated, English/other language, business experience/lack of experience </li></ul><ul><li>Purchasing power: $200.00 to $50,000.00 </li></ul><ul><li>Common challenges: US business practices proficiency, mailing and shipping process knowledge, legal expertise, working capital, life insurance, inventory control, purchasing power, and the supplier chain </li></ul>
  7. 8. Big close up to the retailers <ul><li>Foreign born minorities have a tribe business setup: family run, providers are family, church or community members </li></ul><ul><li>Honor and being in a community is a big a strength and asset, </li></ul><ul><li>and are big plus for credit </li></ul>
  8. 9. The suppliers? <ul><li>US and overseas manufacturers </li></ul><ul><li>Wholesalers and master distributors </li></ul><ul><li>Tradeshow and wholesale centers but </li></ul><ul><li>also business districts </li></ul><ul><li>Service providers: shipping </li></ul><ul><li>and credit card processing companies, finance, software and </li></ul><ul><li>hardware providers, ISPs, </li></ul><ul><li>account and legal support, </li></ul><ul><li>payroll services, logistic, </li></ul><ul><li>advertising, real state developers, </li></ul><ul><li>architecture firms, store supplies distribuitors,etc. </li></ul>
  9. 10. But everything start with the consumers <ul><ul><li>Acculturation status / Language and culture, </li></ul></ul><ul><ul><li>Background: white, mestizo, or indigenuos, </li></ul></ul><ul><ul><li>Rural, small town or city born </li></ul></ul><ul><ul><li>Age, gender, social status, education </li></ul></ul><ul><ul><li>Purchasing preferences </li></ul></ul><ul><ul><li>The learning curve of Latino consumers' unique needs and passions </li></ul></ul><ul><ul><li>What are they objects of desire? </li></ul></ul>Comentario: We recognizes that innovation & success rest on in-depth understanding of people, their cultures, and change & the influences that motivate them. US or foreign born latinos
  10. 11. Getting started <ul><li>Macroanalisis, Research industry trends and market forces </li></ul><ul><li>Study similar organizations in US and abroad </li></ul><ul><li>Analyze the dynamics of the community at the local level and population shifts </li></ul><ul><li>Survey to obtain in-depth consumer insights and shifts </li></ul><ul><li>Analyze the company alignment with a solid Latino marketing initiative </li></ul><ul><li>Design and implement a marketing plan with a year calendar plan </li></ul>Steps suggested by Terry Soto of AMS Comentarios:studies, Books, marketing gurus, the most important things: la calle y la gente
  11. 12. Year 1 Calendar <ul><li>1 st Quarter: December 2006-February 2007 </li></ul><ul><ul><li>Goal: Complete R&D and initial set-up of organization; prepare marketing materials </li></ul></ul><ul><li>2 nd Quarter: March-May 2007 </li></ul><ul><ul><li>Goal: Marketing campaign kick-off; sponsorship and membership program development </li></ul></ul><ul><li>3 rd Quarter: June-August 2007 </li></ul><ul><ul><li>Goal: Initiate membership drive; Business summit; develop and print magazine </li></ul></ul><ul><li>4 th Quarter: September-November 2007 </li></ul><ul><ul><li>Goal: Organize product tradeshow and business directory </li></ul></ul>
  12. 13. 1 st Quarter December to February <ul><li>Activities </li></ul><ul><li>Preliminary Research </li></ul><ul><li>Develop a team </li></ul><ul><li>Plan design </li></ul><ul><li>Create Seminars, Grassroots events and tradeshow concept </li></ul><ul><li>Set up membership, sponsorship and booth sales program as well as resale program </li></ul><ul><li>Visit a Georgia wholesale district, conference or tradeshow to develop leads </li></ul><ul><li>Deliverables: Research report, fine and tuned Marketing plan, marketing materials: print materials, corporate video, PSI for TV, Radio, media kits, presentation in third party event, press conference, a ready to print articles or columns, set up website </li></ul>
  13. 14. Timeline: March-May <ul><li>Timeline: March-May </li></ul><ul><li>Activities </li></ul><ul><li>Develop a Board </li></ul><ul><li>Develop a special interest comittee </li></ul><ul><li>Research: Visit a wholesale district or a tradeshow in US or overseas once at month to learn and develop leads for tradeshow </li></ul><ul><li>Visit retail districts in Atlanta metro area to promote services </li></ul><ul><li>Kick off of the plan implementation </li></ul><ul><li>Network with national retail, manufacturing and tradeshow associations and its members </li></ul><ul><li>Network with local media and local marketing companies </li></ul><ul><li>Deliverables: media appearance, marketing cross promotion, press conference event, network event partnering with other organization, and first grass root event, setup website, asistance as speaker to conferences </li></ul>
  14. 15. Timeline: June-August <ul><li>Activities </li></ul><ul><li>Research: Visit a wholesale district or a tradeshow in US or overseas once at month to learn and develop leads for tradeshow </li></ul><ul><li>Network overseas retail, manufacturing and tradeshow associations, service providers association </li></ul><ul><li>Visit retail districts in US southeast to promote services </li></ul><ul><li>Setup an online and print newsletter </li></ul><ul><li>Develop a special interest comittee </li></ul><ul><li>Deliverables: press conference event, network event partnering with other organization, monthly workshop and network event </li></ul><ul><li>Grassroot event, assist as exhibitor to tradeshows,grassroot events and conferences in GA, </li></ul><ul><li>Conferences and small Hispanic specialized category tradeshow and awards </li></ul>
  15. 16. Timeline: September-November <ul><li>Activities </li></ul><ul><li>Research: Visit a wholesale district or a tradeshow in US or overseas once at month to learn and develop leads for tradeshow </li></ul><ul><li>Partner with local, national and overseas retail, manufacturing and tradeshow associations and its members </li></ul><ul><li>Visit retail districts in US southeast to promote services </li></ul><ul><li>Create overseas advisory commitees </li></ul><ul><li>Deliverables: bimonthly workshop and network event, </li></ul><ul><li>Grassroot event, assist as exhibitor to tradeshows in GA, </li></ul><ul><li>Introduce in a press conference a print magazine, web and CDrom directory </li></ul><ul><li>Set up an exchange program with our products: magazine, web and CDRom directory and grassroots events for adverstising, tradeshow booths, promotional merchandise, sponsorship opportunitties, hotel, restaurant and travel expenses. </li></ul>
  16. 17. <ul><li>Time nov dec jan </li></ul><ul><li>Activities </li></ul><ul><li>Research: Site visits to wholesale district or a tradeshow in US or overseas once at month to learn and develop leads for tradeshow vendors </li></ul><ul><li>Partner, implement activities and business exchange with local, national and overseas retail, manufacturing and tradeshow associations and its members </li></ul><ul><li>Create international advisory commitees </li></ul><ul><li>Deliverables: bimonthly workshop and network event, </li></ul><ul><li>Monthly Grassroot event, assist as exhibitor to tradeshows in US and overseas, Introduce in a press conference a print magazine, web and CDrom directory </li></ul><ul><li>First tradeshow on january or february </li></ul>
  17. 18. Accomplishments of Year 1 <ul><li>Membership of 250 </li></ul><ul><li>1 Board and 5 committees </li></ul><ul><li>Library of marketing materials </li></ul><ul><li>Print, online and CD rom directory </li></ul><ul><li>Print magazine </li></ul><ul><li>Final report from R&D </li></ul><ul><li>Up to 1 grassroots event per quarter; 1 business summit and 1 tradeshow per year </li></ul><ul><li>Brand equity in the US southeast (increased visibility of Americas Mart among the members of El Club) </li></ul><ul><li>Brand awarness in US and Mexico </li></ul>
  18. 19. Vision for the Future By 2010 when hispanics represent 15% percent of the US population and have a purchasing power of 1 trillion dollars <ul><li>Real voice for the latino friendly retailers nationwide and unifier of latinamerican retail associations </li></ul><ul><li>Latino oriented tradeshow main player in the US </li></ul><ul><li>Latino oriented Retail Magazine & directory US leader </li></ul><ul><li>Strategic partner of US and Mexico small to midsize manufacturers or corporations entering the US latino market </li></ul><ul><li>Main partner for small to big size central and southamerica manufacturers and corporations entering the US latino market </li></ul><ul><li>Main liason of international trade government agencies from south the border </li></ul><ul><li>Mentor of US retailers and manufacturers going to latinamerica </li></ul>
  19. 20. It is really an opportunity for our company? Brand awarness level Question: Have you heard about a place called AM? <ul><li>Profile YES NO Did not answer </li></ul><ul><li>Caucasian 9 22 2 </li></ul><ul><li>Korean 2 11 3 </li></ul><ul><li>Chinese 2 4 1 </li></ul><ul><li>Latino 3 12 6 </li></ul><ul><li>Africanamerican 2 3 1 </li></ul><ul><li>Indian 3 0 0 </li></ul><ul><li>Vietnamiese 0 2 3 </li></ul><ul><li>Afganistan 0 4 2 </li></ul><ul><li>Results 21 58 18 </li></ul>Comments: been there or heard about was the most common answer, The did not answer was because lack of english knowledege, busy or did want to answer Location; Pendergrass Fleamarket : 97 real vendors interviewed by 17 year old koreanamerican JP on sept Saturday 23 rd
  20. 21. <ul><li>100 store owners interviewed in Plaza fiesta </li></ul><ul><li>According to yahoo maps 16 minutes drive from AM mart </li></ul>From the comfort zone to the unknown Brand awarness level Question: Have you heard a place called AM?
  21. 22. Conclusions <ul><li>Soccer example (unknown to a champion) </li></ul><ul><li>The word Goal (in the spanish gooooool!) </li></ul><ul><li>Genuine commitment to the latino market </li></ul><ul><li>Oriented to results </li></ul><ul><li>Achievement though innovation </li></ul><ul><li>Learn fast and act faster </li></ul>

×