Business growth faces challenges: Changing demographics, cultural trends, technology, new media, and societal 'reset.'

1. www.SantiagoSolutionsGroup.com  t: 818.736.5661
S-M-A-R-T GROWTH
Through Opportunity Right-Sizing
Carlos Santiago
President & Chief Strategist
Santiago Solutions Group
July, 2012
Excerpts of -Chapter 2 written by Carlos Santiago in
M. Isabel Valdes’ new book WIN! The Hispanic Market

2. Need: “Go” or “No-go” &
Hispanic Initiative Funding Allocation Decisions
2
• Boost corporate growth rates
• Optimize brands’ full potential
• Decide where & how much to invest
• Attain reasonable ROI
Right-sizing the Hispanic Market Opportunity

3. S-M-A-R-T Growth
Strategic Planning Framework

4. 4
• Long term view
• Consistent investment and
resource allocation
Hispanic Right-Sizing  S-M-A-R-T Growth

5. 5
• Tailored, proven scientific
approaches
Hispanic Right-Sizing  S-M-A-R-T Growth

6. 6
• Objectives, operations, incentives &
accountability
Hispanic Right-Sizing  S-M-A-R-T Growth

7. 7
• Clear goals & dashboards including net
consumer growth, revenue, profit and ROI
Hispanic Right-Sizing  S-M-A-R-T Growth

8. 8
• Operationalized growth strategies in-sync
with proven outcomes, organizational
capabilities and progressive scaling
Hispanic Right-Sizing  S-M-A-R-T Growth

9. Revenue Growth due largely to appropriate Hispanic Allocation
9
• For Consumer Packaged Goods and Technology-Telecom-Entertainment
sectors as well as for their retailers… Hispanic Allocation alone explains
about a third of increases in revenue growth
~33%
~67%
Other
Drivers
* Hispanic Allocation ‘Top Tier’ revenue growth rate outpaces “Mid Tier”
competitors by 3 times
* According to Credit Suisse, Hispanic competitive advantage translates into a
20%+ company valuation differential!
Hispanic Market
Allocation

10. www.SantiagoSolutionsGroup.com  t: 818.736.5661
Carlos Santiago
O: 818.736.5661
Carlos@SantiagoSolutionsGroup.com
www.SantiagoSolutionsGroup.com
¡Gracias!
• Strategic Growth Consultancy,
including planning and
implementation
• U.S. Hispanic, Multicultural & Latin
American markets focus
• Deep experience across Services,
Products and Social Sector
• Hands-on capabilities from client-
side experience with end-to-end
operations
• Driven by ROI for 12+ years