Speaker - September 2008

all sizes. His OSHA presentation in Mexico and keynotes for university food service employees have sold well and been very successful.

Hector has moved the fee structure up to where he can charge enough that expanding the marketing and sales programs will improve revenue substantially and quickly. BSI has a very satisfied customer/ client base and available capital to invest in the tactical programs that this plan requires.

Goals: Set Your Sights

After reviewing the information, Escarcega and I agreed on some business goals. First, it was agreed to increase BSI’s total revenue in 2009 by 50 percent over 2007. (As Escarcega repositions the company, 2008 is estimated to be down slightly.) The main foci will be agriculture, food processing manufacturing, food service, and construction where Spanish-speaking workers have many more fatal accidents than non-Latinos. BSI will develop Mexican and other Latin American and South American market connections for presenting OSHA seminars to produce $50,000+ in 2009.

BSI needs to complete and launch a full new graphics and Web presence before October 31, 2008. To augment this promotional effort, BSI will produce a book titled Spanish-Speaking Workers/ Gringo Managers: Making it Work! in 2009 and begin selling it before the end of 2009. A marketing plan will need to be created based on how the book is published.

Escarcega also will increase his keynote presentations to university and other “institutional” food service employees and managers to at least 10. His fee will be $5,000+.

Tactics: Make the Plan Work Graphics. BSI needs a facelift (call in a plastic surgeon!). The company will

develop a logo and new look for all BSI materials, Web site, etc. The look should reflect the firm’s substantial experience and quality references.

Package products, according to the market.

Isolate specific “products,” such as OSHA training, and package them with a price and program.

Package keynote presentations. Prepare a one-sheet for Hector as a speaker-presenter. Use it on a section of the Web site and add the video.

Outreach. Define target markets for each product; for example: foodservice organizations ( university and college); OSHA and human resources; risk management, etc. Develop a direct email approach to selling and define three to four pieces to be mailed quarterly during the next 12 months.

Network. Define and be active in two to three specific networking organizations, such as the Latin Business Association, and at least one construction industry during the next 18 months.