5th Semestre, Barcelona, Spain Date: August-December 2009 Names and Registration Numbers: 1.Ofelia S. G. Manuell Barrera 2.

Pamela Hernndez Buenrostro 3.Andrea Pineda Madrigal Teacher: Paul Fenton Class: Introduction to Business Assignment: Semestre Project INDEX 0. Logo 1. Business Idea 2. Mission 3. Features of Product (s) and Benefits 4. PEST 5. SWOT 6. Research Methodology 7. Paragraph of Target Audience 8. Marketing Approach (7Ps) 9. Business Costs and Profits 10. Human Resources: Description of Organization, Key Competencies 11. References 11.1 Primary Sources (at least 4) 11.2 Secondary Sources (at least 6)

0. Logo

1. Business Idea For our business idea, we have decided to start a consulting company. The business will consist in counseling companies both from the public and private sectors. We have decided to create this business, because we believe there are plenty of opportunities to become successful. Especially, because the three of us agree that counseling is among our strongest skills. Yet what is really interesting is that our abilities complement each other perfectly for this type of business; for among the three of us there is a combination between leadership, which is vital in order to run a successful company, vision to make it grow to its maximum capacity and beyond, and creativity and innovation in order to be able to give our clients the best advice and newest ideas possible.

2. Mission PMA Consultings ultimate goal is for our clients to develop to the fullest. Success for us means helping them have success. Our job will be done when a company

has reduced time and costs and at the same time has increased in production and profits. Values Commitment- When a company comes to us for our consulting services, they can be sure that PMA will dedicate fully and completely to help them have or solve whatever they want. Honesty- In our company clients can trust their company in our hands, because we firmly believe that to see them succeed we need to be transparent and true throughout the entire process. Responsibility and Efficiency- Getting the job done as soon as possible can be guaranteed in our services with the best quality in the market and at the best prices. Respect- For any kind of relationship to work, respect is essential. Not only with our clients but among our employees respect will always be found in our company. Social Responsibility- Every year, PMA will provide pro-bono services to help develop an unprivileged company, helping Mexicos economy and its citizens. We have also decided to start our business there because we want to see our home country to be as thriving as we are. Quality- Every consult can be guaranteed to be the best our clients can hope for, with the latest technology and the best human capital. At the end of the process, they will definitely be more than satisfied with the final result. T o us there is no limit, continuous growth is part of who we are. We will always try to outdo ourselves and give 110% more with each day that goes by. Standards and Behaviors In PMA we love what we do. For us, consulting is not a job, but a privilege that we are honored to receive whenever a client comes to us for advice. Therefore, we make sure that all our employees share that kind of passion, which we believe to be the most important ingredient for success. Strategy and Scope Being the best private and public consultancy company is our ultimate goal. Our strategy will be to start out nationally in Mexico, and once we have acquired confidence and respect within the market, we plan to expand in a multinational level to land the big accounts we know we are more than capable to do. PMAS value will speak for itself. As we work with clients, our name will continue to grow because of the satisfactory work we have done.

3. Features of Product (s) / Service (s) and Benefits Features 1.- 5/ 12hours service from Monday to Friday, 9am- 9 pm 2.- All of our top executives have a masters degree 3.- We spend no more than 3 months in each work to be as expedient as possible Benefits 1.-The client will count with a wider range of schedules to fit their needs . 2.-All of our employees are perfectly qualified to do the best job possible 3.- We have concluded that ( except for special circumstances) that every work can be successful and completed within 3 months Guaranteeing clients will seer results in a short period of time. 4.- This will eventually not only help the

4.-Visionary: Our solutions include eco-

friendly and green efficient answers

5.-Awarded as one of the top 5 best places to work in Mexico in 2208

planet, being socially responsible, but also in the long run it will be much more beneficial and energy efficient for our clients. Not to mention that it will save them from paying extra taxes. 5.- These recognition not only gives us prestige but it is also a guarantee that we are becoming the best, first in Mexico , and then through out the world

Brief summary of how your product (s) / service (s) meet Maslows Hierarchy of Needs Our clients are willing to pay more money just to have certain luxuries, something clear from the fact that consults are not a need, but an extra service. This characteristic can also be reflected on the fact that as a consulting business we satisfy Maslows side of self-realization, the highest branch, not something basic or actually needed.

4. PEST P (Political)- At the beginning we will have our business in Mexico, which is a country full of resources. Yet, we are aware that the countrys market stability is not the best. However, we believe in our country and in helping it develop. Mexico is a very religious country. Catholicism is the ruling religion. Social Status is very marked. With only a few being very wealthy and the majority being poor. This can have consequences in the future. But, our way of helping will be through our probono works and by helping the GNP in Mexico grow. Mexicos current trade agreements include NAFTA; but because of our type of business, that has no direct effect on us. E (Economic)In 2008 Mexicos economic data was: -GDP: 1 559 BILLION. 3.2% GROWTH. 14932 PER CAPITA. -Inflation 5.78 -Unemployment 3.7% -Main industries: Food, Beverages, Electronics, Tobacco, Iron, Petroleum, Mining, Textiles, Tourism etc.

S (Social) -Population Lifespan: 78 women , 73 men. -Literacy levels: 91%. Male 92.4%, Female: 89.6% -Language impact: The whole country speaks Spanish. The higher classes speak English as well. -Roles of Men and Women- In the lowest social classes the role of the women is still very low. However, middle class and higher classes regard women as equals

T (Technology) -Mexicos Technology does not have a very good quality. However, our company will have the latest and best technology. Even if we have to bring it from abroad. -New products- A lot of companies start every year. However, the data show that these small companies are not run efficiently and most close within a year.

5. SWOT

6. Research Methodology Clear description of at least 5 methods to carry our research to see if there is a market for your product(s) or service(s): include answers about who is tested, why, and how your research is carried out, plus how the results will be used!

Method 1 Focus Group: We will ask entrepreneurs from PyMes to gather up so we can ask them about our service and how much are they willing to pay to a new company so we can figure out the limits and what clients expect from us as a company which is entering the market. Method 2 Telephone Interviews: Contacting the same kind of enterprises will allow us to reach more people in order to have more data and ask for further information. Method 3 Primary Resources: Analyzing first hand information will allow us to see the real numbers in our market that interest us. Such numbers can be taken from demographics.

Method 4 Secondary Resources: Sources like the New York Times and The Wall Street Journal, etc... will help us to analyze the economy and our target market through data that has already being analyzed. Method 5 Analyze competition: There are several important consultancies established globally. It would be very helpful to analyze them in order to succeed and figure out the strength, weaknesses and opportunities we can take from them.

7. Paragraph of Target Audience ( Approx. 200 words that describe your typical target audience ) Client Analysis Companies which are clients with us are either based are multinational companies with business in Mexico, because our business headquarters is located there. Client demographic: 30% were referred by friends 20% by our clients recommendations 25% we went after them 25% they heard about us because of our prestige. Our typical clients are usually older than 40 years old. They have at least a graduate degree. They are interested in developing their professional lives. They buy clothes in stores such as Hugo Boss or Ralph Lauren. They exercise regularly because they are interested in having a balanced and healthy life in order to be at the peak for a longer time. They take care of their personal looks because they want to embody success. They dine in fancy expensive restaurants mostly on business meetings. They are married but do not have a very big family because their job does not allow them to (both men and women). They possess a lot of real estate and have luxurious cars. They are interested in culture (reading, going to the theater, playing golf, going to classical concerts and lectures.). They read newspapers or magazines such as The New York Times, The New Yorker, and The Economist. They are big travelers, and go especially on business trips. They book expensive hotels and first class tickets. Their family income is approximately $ 1 million pesos. They are the leaders of companies that require consulting. Either because they are facing certain problems or because they believe their potential has not been reached, and they want to go a step further in their position in their market. Businessmen and women, who are confident, committed, smart, intelligent, successful, assertive, passionate lead these companies, and with a high self esteem.

8. Marketing Mix (7Ps)

One clear paragraph at least for each of the 7 Ps that describes your marketing tactics (what you will focus on and how), where relevant 1. Product

2. Price

3. Promotion

4. Place

5. People

Basic Hiring Criteria In order to be the best we need to work with the best. Therefore, our hiring process will be very important. We will hire only qualified people who have at least an undergraduate degree, are fluent in Spanish and English and are familiar with at least another language, so that eventually expanding globally is easier. Every one of our employees is a reflection and representation of us, that is why they must have a good presentation and cannot have any addiction or disorder of any type. (Smoking is permitted but never on office hours).

Last but certainly not least, attitude and personality is one of the most important qualifications, that is why interviews will be very important. We need people who are passionate, driven, and committed to our goal and beliefs. Developing Employees In order to help our newcomers in becoming familiar with PMA and our business, new employees will receive a one month training and supervision process by one of our most successful old timers. Our established employees deserve attention too, for that we will send them to courses or conferences depending on the areas they wish to develop further. Of course, the management is open to all our employees whenever and if ever they need help, counselling or orientation. Establishing a Productive Environment The best thing for any company is for its employees to feel like a team, and what better to feel like that that to actually participate in activities together as teams? That is why to create a good environment among our employees, every six months there is going to be a weekend retreat in relaxing quaint places nearby Mexico City. These retreats will include activities such as hiking, canoeing, games played in teams (which will also develop a competitive mindset) etc. In addition to these activities, at night the retreat will consist in having dinner all together and doing things like karaoke or fun competitions. The purpose of these weekends is to improve the teamwork among our employees, in addition to strengthening respectful and harmonious relationships among every member of our team which is our consultancy. Rewarding Our People It is important for us that our employees feel appreciated. Their job is important and so are they, so the more they work and the more successful they are at it, they will get a

higher percentage income. Another great way for motivating them, we think is to send them on business trips that interest them, and which will also help us because that will contribute to their development which is ultimately our development. Employees salaries will depend on their position. However each year we will make a revision to see if they have earned an increase of salary. Pregnant women will have a maternity leave of 45 days before and 3 months after they give birth. Men will have a month paternity leave. All of our employees will have medical and dental insurance that will cover anything which is not aesthetic. In addition to this, every Christmas our employees will receive a Christmas bonus (depending on their income) to thank them for a great year of work and to encourage them to continue improving next year.

6. Process

7. Physical Evidence

9. Business Costs and Profits COSTS Your company has started: congratulations. Now, you have to operate month by month, taking into account your costs and sources of income, in order to know if your company is profitable or not.

Write a good paragraph (200 words approx) to explain the estimations you make in the table. Ongoing Monthly Expenses Concept Salary of owner-manager (amount you need to pay management) All other company salaries, wages, & commissions Rent Cleaning services Utilities Equipment lease payments

Costs 75 000 per month 15 x 15 000 per month 12 000 per month 4 000 per month 8 000 per month total: buying computers 100 000 5 000 per month 3 000 per month 15 000 per month 15 000 per month 5 000 per month 2 000 per month 10 000 per month 10 000 per month 3500 per month Total: 178 600 per car 2500 per month 10 000 per month 5000 250 000 Total : 50 000 2 500 per month

Sales and marketing costs: Graphic design and publication of marketing materials Advertising Public relations Event or trade show attendance or sponsorship Travel and entertainment for client meetings Mailing Advertising (print, broadcast and Internet)

Supplies (inks, toners, labels, paper goods, coffee, water, etc.) Telephone Travels (company car, for example) Internet connection Website hosting and maintenance Health insurance (per person) Interest & principal on loans & credit cards Legal and other professional fees and licenses (food and beverage, etc..) Miscellaneous

INCOME: MONTHLY Please indicate your estimations regards your Net Sales and Gross Profit per Month. I know this is not exact: the point is for you to make clear, logical assumptions based on your research of the market and knowledge of the world. BE REALISTIC Cite as many products and services as you wish (minimum 5) See examples below. Write a good paragraph (200 words approx) to explain the estimations you make. A Product / Service B Cost of Goods/Service Sold (production, importation, storage, research and development, etc..) x month $1.25 $750 x research $20 $14 etc C Number of sales x month D Total Cost Good s/Serv ices x month $ 2250 $ 1500 $ 500 $ 560 E Price Sold per Item F Net Sales x month G Gross Profit x month

Serving of beer Market research Bag Expensive Bag medium etc

1800 beers 2 research contracts 25 bags 40 bags

$3 $4,500 $60 $39.95 etc

$5400 $9000 $1500 $1598 etc

$ 3150 $7500 $1000 $1038

NOTE: Gross profit = Net sales (F) Cost of goods sold (D). Net income = Gross profit Total operating expenses. This means also deducting overhead, payroll, taxation, and interest payments (WIKIPEDIA)

10. Human Resources: Description of Organization, Key Characteristics Describe Your Human Resources Organization (How many people work for your company? What are their jobs?, What are the job requirements for working for your company education, technology skills, languages, key characteristics...) Job Title Job Requirements/Characteristics Number of employees

Describe Management staff: Top 3 competencies and why Mgt Staff Names Competencies and Why 1.

2.

3.

1.

2.

3.

1.

2.

3.

11. References 11.1 Primary Sources (at least 4)

11.2 Secondary Sources (at least 6)

ANNEX: Advertisement / Commercial