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
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.
Hector Escarcega’s goal is to increase
his company’s total revenue in 2009 by
50 percent, and develop connections in