El Club de Comerciantes is a group that comprises small to midsize members of the retail community that serves Latinos in the United States.

El Club de Comerciantes is

a group that comprises small

to midsize members of the retail community

that serves Latinos

in the United States.

Retail table of opportunitties our remake from the dinner table of opportunitty MFHA’s business model Retailers, wholesalers,m anufacturers communitty Workforce | Customers | R&D team americas mart

Retailers, wholesalers,m anufacturers communitty Workforce | Customers | R&D team

americas mart

Mission El Club de Comerciantes’ mission is to strengthen cooperation among entrepreneurs and work to promote the growth of Latino-friendly retailers. El Club accomplishes this mission by providing education opportunities, grassroots events and tradeshows oriented to improve business practices in the Latino retailer community.

El Club de Comerciantes’ mission is to strengthen cooperation among entrepreneurs and work to promote the growth of Latino-friendly retailers.

El Club accomplishes this mission by providing education opportunities, grassroots events and tradeshows oriented to improve business practices in the Latino retailer community.

Activities for a sustainable hispanic market sucess Discover, evaluate and validate concepts & prototypes: Workshops, seminars, Directories, Grassroot events and Tradeshows Fine and tune concepts creation and promotion Implementation Maximize the likelihood of successful innovation Market Opportunity Assessment Identify & define opportunities & threats in the marketplace Research & Development 1 Creation Test Innovation 3 Product and Service creation 2

Discover, evaluate and validate concepts & prototypes: Workshops, seminars, Directories, Grassroot events and Tradeshows

Fine and tune concepts creation and promotion

Implementation

Maximize the likelihood of successful innovation

Market Opportunity Assessment

Identify & define opportunities & threats in the marketplace

The latino friendly retailers? Fashion and Apparel Grocery and convenient stores Food service Specialty stores El burrito mercado in St Paul-Mineapolis

Fashion and Apparel

Grocery and convenient stores

Food service

Specialty stores

A closer look at the retailers Background: US or foreign born Latino/non-Latino, acculturated/non acculturated, English/other language, business experience/lack of experience Purchasing power: $200.00 to $50,000.00 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

Background: US or foreign born

Latino/non-Latino, acculturated/non acculturated, English/other language, business experience/lack of experience

Purchasing power: $200.00 to $50,000.00

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

Big close up to the retailers Foreign born minorities have a tribe business setup: family run, providers are family, church or community members Honor and being in a community is a big a strength and asset, and are big plus for credit

Foreign born minorities have a tribe business setup: family run, providers are family, church or community members

Honor and being in a community is a big a strength and asset,

and are big plus for credit

The suppliers? US and overseas manufacturers Wholesalers and master distributors Tradeshow and wholesale centers but also business districts Service providers: shipping and credit card processing companies, finance, software and hardware providers, ISPs, account and legal support, payroll services, logistic, advertising, real state developers, architecture firms, store supplies distribuitors,etc.

US and overseas manufacturers

Wholesalers and master distributors

Tradeshow and wholesale centers but

also business districts

Service providers: shipping

and credit card processing companies, finance, software and

hardware providers, ISPs,

account and legal support,

payroll services, logistic,

advertising, real state developers,

architecture firms, store supplies distribuitors,etc.

But everything start with the consumers Acculturation status / Language and culture, Background: white, mestizo, or indigenuos, Rural, small town or city born Age, gender, social status, education Purchasing preferences The learning curve of Latino consumers' unique needs and passions What are they objects of desire? 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

Acculturation status / Language and culture,

Background: white, mestizo, or indigenuos,

Rural, small town or city born

Age, gender, social status, education

Purchasing preferences

The learning curve of Latino consumers' unique needs and passions

What are they objects of desire?

Getting started Macroanalisis, Research industry trends and market forces Study similar organizations in US and abroad Analyze the dynamics of the community at the local level and population shifts Survey to obtain in-depth consumer insights and shifts Analyze the company alignment with a solid Latino marketing initiative Design and implement a marketing plan with a year calendar plan Steps suggested by Terry Soto of AMS Comentarios:studies, Books, marketing gurus, the most important things: la calle y la gente

Macroanalisis, Research industry trends and market forces

Study similar organizations in US and abroad

Analyze the dynamics of the community at the local level and population shifts

Survey to obtain in-depth consumer insights and shifts

Analyze the company alignment with a solid Latino marketing initiative

Design and implement a marketing plan with a year calendar plan

Year 1 Calendar 1 st Quarter: December 2006-February 2007 Goal: Complete R&D and initial set-up of organization; prepare marketing materials 2 nd Quarter: March-May 2007 Goal: Marketing campaign kick-off; sponsorship and membership program development 3 rd Quarter: June-August 2007 Goal: Initiate membership drive; Business summit; develop and print magazine 4 th Quarter: September-November 2007 Goal: Organize product tradeshow and business directory

1 st Quarter: December 2006-February 2007

Goal: Complete R&D and initial set-up of organization; prepare marketing materials

2 nd Quarter: March-May 2007

Goal: Marketing campaign kick-off; sponsorship and membership program development

3 rd Quarter: June-August 2007

Goal: Initiate membership drive; Business summit; develop and print magazine

4 th Quarter: September-November 2007

Goal: Organize product tradeshow and business directory

1 st Quarter December to February Activities Preliminary Research Develop a team Plan design Create Seminars, Grassroots events and tradeshow concept Set up membership, sponsorship and booth sales program as well as resale program Visit a Georgia wholesale district, conference or tradeshow to develop leads 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

Activities

Preliminary Research

Develop a team

Plan design

Create Seminars, Grassroots events and tradeshow concept

Set up membership, sponsorship and booth sales program as well as resale program

Visit a Georgia wholesale district, conference or tradeshow to develop leads

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

Timeline: March-May Timeline: March-May Activities Develop a Board Develop a special interest comittee Research: Visit a wholesale district or a tradeshow in US or overseas once at month to learn and develop leads for tradeshow Visit retail districts in Atlanta metro area to promote services Kick off of the plan implementation Network with national retail, manufacturing and tradeshow associations and its members Network with local media and local marketing companies 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

Timeline: March-May

Activities

Develop a Board

Develop a special interest comittee

Research: Visit a wholesale district or a tradeshow in US or overseas once at month to learn and develop leads for tradeshow

Visit retail districts in Atlanta metro area to promote services

Kick off of the plan implementation

Network with national retail, manufacturing and tradeshow associations and its members

Network with local media and local marketing companies

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

Timeline: June-August Activities Research: Visit a wholesale district or a tradeshow in US or overseas once at month to learn and develop leads for tradeshow Network overseas retail, manufacturing and tradeshow associations, service providers association Visit retail districts in US southeast to promote services Setup an online and print newsletter Develop a special interest comittee Deliverables: press conference event, network event partnering with other organization, monthly workshop and network event Grassroot event, assist as exhibitor to tradeshows,grassroot events and conferences in GA, Conferences and small Hispanic specialized category tradeshow and awards

Activities

Research: Visit a wholesale district or a tradeshow in US or overseas once at month to learn and develop leads for tradeshow

Network overseas retail, manufacturing and tradeshow associations, service providers association

Visit retail districts in US southeast to promote services

Setup an online and print newsletter

Develop a special interest comittee

Deliverables: press conference event, network event partnering with other organization, monthly workshop and network event

Grassroot event, assist as exhibitor to tradeshows,grassroot events and conferences in GA,

Conferences and small Hispanic specialized category tradeshow and awards

Timeline: September-November Activities Research: Visit a wholesale district or a tradeshow in US or overseas once at month to learn and develop leads for tradeshow Partner with local, national and overseas retail, manufacturing and tradeshow associations and its members Visit retail districts in US southeast to promote services Create overseas advisory commitees Deliverables: bimonthly workshop and network event, Grassroot event, assist as exhibitor to tradeshows in GA, Introduce in a press conference a print magazine, web and CDrom directory 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.

Activities

Research: Visit a wholesale district or a tradeshow in US or overseas once at month to learn and develop leads for tradeshow

Partner with local, national and overseas retail, manufacturing and tradeshow associations and its members

Visit retail districts in US southeast to promote services

Create overseas advisory commitees

Deliverables: bimonthly workshop and network event,

Grassroot event, assist as exhibitor to tradeshows in GA,

Introduce in a press conference a print magazine, web and CDrom directory

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.

Time nov dec jan Activities Research: Site visits to wholesale district or a tradeshow in US or overseas once at month to learn and develop leads for tradeshow vendors Partner, implement activities and business exchange with local, national and overseas retail, manufacturing and tradeshow associations and its members Create international advisory commitees Deliverables: bimonthly workshop and network event, Monthly Grassroot event, assist as exhibitor to tradeshows in US and overseas, Introduce in a press conference a print magazine, web and CDrom directory First tradeshow on january or february

Time nov dec jan

Activities

Research: Site visits to wholesale district or a tradeshow in US or overseas once at month to learn and develop leads for tradeshow vendors

Partner, implement activities and business exchange with local, national and overseas retail, manufacturing and tradeshow associations and its members

Create international advisory commitees

Deliverables: bimonthly workshop and network event,

Monthly Grassroot event, assist as exhibitor to tradeshows in US and overseas, Introduce in a press conference a print magazine, web and CDrom directory

First tradeshow on january or february

Accomplishments of Year 1 Membership of 250 1 Board and 5 committees Library of marketing materials Print, online and CD rom directory Print magazine Final report from R&D Up to 1 grassroots event per quarter; 1 business summit and 1 tradeshow per year Brand equity in the US southeast (increased visibility of Americas Mart among the members of El Club) Brand awarness in US and Mexico

Membership of 250

1 Board and 5 committees

Library of marketing materials

Print, online and CD rom directory

Print magazine

Final report from R&D

Up to 1 grassroots event per quarter; 1 business summit and 1 tradeshow per year

Brand equity in the US southeast (increased visibility of Americas Mart among the members of El Club)

Brand awarness in US and Mexico

Vision for the Future By 2010 when hispanics represent 15% percent of the US population and have a purchasing power of 1 trillion dollars Real voice for the latino friendly retailers nationwide and unifier of latinamerican retail associations Latino oriented tradeshow main player in the US Latino oriented Retail Magazine & directory US leader Strategic partner of US and Mexico small to midsize manufacturers or corporations entering the US latino market Main partner for small to big size central and southamerica manufacturers and corporations entering the US latino market Main liason of international trade government agencies from south the border Mentor of US retailers and manufacturers going to latinamerica

Real voice for the latino friendly retailers nationwide and unifier of latinamerican retail associations

Latino oriented tradeshow main player in the US

Latino oriented Retail Magazine & directory US leader

Strategic partner of US and Mexico small to midsize manufacturers or corporations entering the US latino market

Main partner for small to big size central and southamerica manufacturers and corporations entering the US latino market

Main liason of international trade government agencies from south the border

Mentor of US retailers and manufacturers going to latinamerica

It is really an opportunity for our company? Brand awarness level Question: Have you heard about a place called AM? Profile YES NO Did not answer Caucasian 9 22 2 Korean 2 11 3 Chinese 2 4 1 Latino 3 12 6 Africanamerican 2 3 1 Indian 3 0 0 Vietnamiese 0 2 3 Afganistan 0 4 2 Results 21 58 18 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

Profile YES NO Did not answer

Caucasian 9 22 2

Korean 2 11 3

Chinese 2 4 1

Latino 3 12 6

Africanamerican 2 3 1

Indian 3 0 0

Vietnamiese 0 2 3

Afganistan 0 4 2

Results 21 58 18

100 store owners interviewed in Plaza fiesta According to yahoo maps 16 minutes drive from AM mart From the comfort zone to the unknown Brand awarness level Question: Have you heard a place called AM?

100 store owners interviewed in Plaza fiesta

According to yahoo maps 16 minutes drive from AM mart

Conclusions Soccer example (unknown to a champion) The word Goal (in the spanish gooooool!) Genuine commitment to the latino market Oriented to results Achievement though innovation Learn fast and act faster

Soccer example (unknown to a champion)

The word Goal (in the spanish gooooool!)

Genuine commitment to the latino market

Oriented to results

Achievement though innovation

Learn fast and act faster