Post on 25-Jul-2016
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/// CONTENTS
CEOGUSTAVO GONZÁLEZCOORDINATORTERE PRIETO DE GONZÁLEZSTAFFLAURA LIZETH PRADODIGITAL ART DIRECTORDAVID PRIETO
06 STARTUP
12 STATIS-TICS
04 LEADINGARTICLE
STRATE- GIES
&
STEVETOBAK7 INCONVENIENTCONTENT MARKETING
L E A D I N G A R T I C L E
Nº 05
I N G L É S I N D I V I D U A L
TRUTHS ABOUT
CONTENT MARKETING IS, WITHOUT A DOUBT, THE MOST OVER-HYPED AND LEAST-UNDERSTOOD MARKETING TOOL FOR ENTREPRENEURS, SOLOPROENEURS AND SMALL BUSINESSES OWNERS. AND IT’S CERTAINLY NOT THE PANACEA IT’S BEEN MADE OUT TO BE.
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The interactive web -- social media, blogs, videos, etc. -- has made content marketing relatively easy and inexpensive. And therein lies the rub. As with entrepreneurship, everyone is doing it.
The competition is enormous, and so is the level of noise you have to get over just to be seen and heard by potential customers.
Leading
STEVE TOBAK
There’s content and there’s CONTENT.
There’s an old saying -- you get what you pay for. The vast majority of content is generated for peanuts, and that’s exactly what it’s worth. The fact that it’s cheap and easy is why everyone does it, and that’s also why it’s worthless. As marketing goes, it’s lousy and its return on investment even worse.
2. Everyone’s an expert. Well, not really.
Know why John Grisham is a best-selling author? He was a successful trial attorney for years and years before putting pen to paper. Everyone seems to understand that, if it’s not expert content, it’s of no value to customers, but that doesn’t seem to stop the “fake it ‘til you make it” crowd from generating enormous amounts of worthless tripe.
11BilingüeArticle 07
3. IT’S ALL ABOUT STRATEGY
IF YOU LOOK AT THE WAY BIG COMPANIES DO MARKETING, THEY HAVE SENIOR EXECUTIVES AND
TOP AGENCIES WORKING TO DEVELOP THEIR MARKETING AND COMMUNICATION STRATEGY, AND
LET ME TELL YOU, THAT AIN’T CHEAP OR EASY. CONTENT MARKETING IS SIMPLY AN EXECUTION TOOL AND, WITHOUT THE STRATEGY PART, IT’S
UNDIFFERENTIATED AND ESSENTIALLY WORTHLESS.
4. PRODUCT AND PERSONAL BRANDING ARE WORLDS APART.
WHEN IT COMES TO PERSONAL BRANDING, THIS GENERATION HAS BEEN SOLD A BILL OF GOODS. WITHOUT A DISTINCT
COMPETITIVE ADVANTAGE, A VALUE PROPOSITION THAT TRULY SETS YOU APART FROM COMPETITORS, ALL YOU’VE GOT IS A
DIFFERENCE WITHOUT A DISTINCTION. YOU MAY LOOK OR COME ACROSS DIFFERENT, BUT IN THE CUSTOMER’S EYES, YOUR
PRODUCT IS NOT DIFFERENTIATED.
5. A billion people make a lot of noise.
I once read this tweet by serial entrepreneur Naval Ravikant:
“1999 to $5M to launch a product, 30M serious
computer users... Leverage / $ is up 100,000x.” He’s right,
except for one factor: competition. It’s so cheap and
easy that a billion people are generating online content via
WordPress, Facebook, YouTube and Instagram. You’d
have a better chance of being heard across the stadium at a
Denver Broncos game.
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La Cotorra BilingüeLeading Article 09
6. It’s a lousy time to have a service business.
Commodity products like paper clips and jellybeans are nearly impossible to differentiate -- unless they’re made by Apple, of course -- but in general, it’s a lot easier to market a proprietary product than a service business like coaching, Web design, or, ironically, content marketing. Like it or not, most service businesses are like paper clips and jellybeans.
7. Originate, don’t regurgitate.
Most web content is either complete nonsense or regurgitated riffs on original content by real experts, journalists or writers. Neither type is worth what content generators are paid to write it -- which isn’t saying much. Google’s algorithms know the difference between the cheap and easy stuff and quality content and, more importantly, so do customers.
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STARTUPSTRATEGIES TO GAIN FROM
By Martin Zwilling
YOUR LIMITATIONS
As Clint Eastwood once said, “A man’s got to know his limitations.” Every new entrepreneur soon realizes he or she has some big ones, but very few figure out how to use these them to their advantage. I believe that the I to turn constraints into competitive differentiators and new opportunities is a trait that separates the great entrepreneurs from the “wannabes.”
Bilingüe 11
STRATEGICALLY REDUCE THE BUDGET ON YOUR MOST EXPENSIVE PROJECTS
It always amazes me how work expands to exceed any deadline or budget, and, conversely, how the important work still gets done when budgets and staffing are cut. Apply the 80 to 20 rule for maximum value, and urge people to work more efficiently rather than longer hours.
DO IT YOURSELF WITH NEW TOOLS RATHER THAN HIRE OUTSIDE HELP
They look for creative solutions to problems that are inhibiting progress, rather than the
conventional solution of outsourcing or hiring people. For example, many founders now use makerspaces such as TechShop to
build prototypes without the costs and long lead times of manufacturers.
FOCUS ON A TOP PRODUCTIVITY BOTTLENECK EACH WEEK
Startups funded by large venture-capital investments rarely think about productivity.
I can think of cases where executives actually created make-work activities to keep idle people on the payroll in case they might
be needed later. It’s better to use creativity and tools to find better ways of doing things.
USE BIG CONSTRAINTS TO DRIVE INNOVATION
Doing things the way they have always been done only works with unlimited resources.
Constraints are great motivators to finding a better way, or maybe even deciding that
something doesn’t really need to be done at all. Sometimes the quality of a result is
inversely proportional to the amount of money spent
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THE FACEBOOK BUSINESS MODEL OF OFFERING A
PRODUCT FREE TO CUSTOMERS WHILE GAINING REVENUE FROM ADVERTISING WAS BORN OUT OF THE NEED TO SURVIVE AS A BUSINESS WHILE OFFERING A
FUN SERVICE. BY CONTRAST, AS A STARTUP INVESTOR, I STILL
SEE TOO MANY ENTREPRENEURS LOOKING FOR ANOTHER CHECK TO KEEP THEM
GOING -- WITHOUT ANY CONVINCING PLAN TO EVER BE
SELF-SUSTAINING.
Bilingüe 13
If you have a great product and need customers, find a partner with many customers who needs a new product. If your strength is building businesses, find a partner who is a technologist. These are win-win situations requiring less resources and time for each side.
FIND PARTNERS TO COMPLEMENT YOUR STRENGTHS
Without constraints on pricing and size, computers would still look like mainframes
rather than fit in your wristwatch. The most successful and innovative solutions come from
understanding and honoring constraints -- rather than feeling like the victim of limitations.
LOOK FOR DISRUPTIVE SOLUTIONS RATHER
THAN LINEAR INNOVATIONS
Focus in recent years on social issues and saving the environment has created whole new industries, including solar power and the electric automobile. On the business side, we now have the subscription model, the freemium model and others. There is still room for many more.
CREATE NEW BUSINESS MODELS AND NEW WAYS TO MEASURE VALUE
Entrepreneurs need to celebrate the fact that constraints and limitations are sources of opportunity in the marketplace, and sources of profit and competitive advantage inside the
business. Get past the victim mentality -- where every limitation is seen as an inhibitor to the realization of the vision.
The challenge of being an entrepreneur is in being able to turn constraints into advantages for fun and profit, and enjoy the journey as well as the destination. Are you having fun yet in
your new venture, despite the limitations?
GERENTEDIVISIONAL
La Cotorra14 Statistics
CARLOS LÓPEZ
IRAPUATO LEÓN PALMAS LEÓN PUNTA SUR SALAMANCA
91
AGUSTIN GONZÁLEZ
JUÁREZ PLUTARCO JUÁREZ CAMPOS ELÍSEOS
56
ANGEL AGUAYO
PACHUCA TULA 33
GERENTEDISTRITAL
BilingüeJanuary 15
44 JUÁREZ PLUTARCO BLANCA HERNÁNDEZ
31 PACHUCA TULA
LOIDASERRANO
24 TECMAC ECATEPEC
LUIS VILLEGAS
GERENTECOMERCIAL
La Cotorra16 Statistics
ISAAC GONZÁLEZ
JUÁREZ PLUTARCO JUÁREZ CAMPOS ELÍSEOS
41
GUADALUPE RODRÍGUEZ
PUEBLA 27
RODOLFO RAMIREZ
MAZATLÁN 13
MEJORSUPERVISOR
BilingüeJanuary 17
28 CUERNAVACA ANDRES GONZÁLEZ
26 PACHUCA JUAN GONZÁLEZ
18 ACAPULCO ANDRES GONZÁLEZ
MEJOROFICINA
La Cotorra18 Statistics
1 JUÁREZ PLUCARCO 53
2 SAN JUAN DEL RÍO 39
3 CUERNAVACA 28
4 PUEBLA 27
5 PACHUCA 26
2016NACIONAL
BilingüeJanuary 19
6 SALAMANCA 25
7 LEÓN PALMAS 23
8 IRAPUATO 22
9 LEÓN PUNTA SUR 21
10 SAN LUIS POTOSÍ 20
CUADRODE HONOR
La Cotorra20 Statistics
1 JESSICA SALGADO SAN JUAN DEL RÍO 212 ISAAC GONZÁLEZ
OSCAR NAVAJUÁREZ PLUTARCO SAN LUIS POTOSÍ 20
3 ALEJANDRO SÁNCHEZ MERIDA 194 ADRIANA HERRERA ACAPULCO 185 ElSA JIMÉNEZ
GILBERTO MARTÍNEZTECAMAC / ECATEPEC NOGALES 16
CLUB DE OROJanuary 21
1 JESSICA SALGADO SAN JUAN DEL RIO 212 ISAAC GONZÁLEZ
OSCAR NAVAJUÁREZ PLUTARCO SAN LUIS POTOSÍ 20
3 ALEJANDRO SÁNCHEZ MERIDA 194 ADRIANA HERRERA ACAPULCO 185 ELSA JIMÉNEZ
GILBERTO MARTÍNEZTECAMAC/ECATEPEC NOGALES 16
6 HECTOR REYNAUD JORGE ISLAS RICARDO AGISS
LEÓN PALMAS IRAPUATO TEXCOCO
15
7 ANDRES GONZÁLEZ CUERNAVACA 148 ARTURO SOTO
RAUL ESCAMILLASALAMANCA PACHUCA 13
9 DANIEL GUERRERO ELSA ROJAS MAGDA CUEVAS
JUÁREZ PLUTARCO SALAMANCA NUEVO LAREDO
12
10 VALENTÍN MARTÍNEZ GUADALUPE RODRÍGUEZ
SAN JUAN DEL RÍO SAN LUIS POTOSÍ 11
11 JULIA SILVA ULISES ZAMARRIPA MARY CALLARDO
MONTERREY LEON PUNTA SUR TIJUANA
10
5 . - PA C H U C A , H G O
R E P R E S E N TA N T E A B C D T A
A N G E L A G U AY O ( G E R E N T E D I V I S I O N A L ) 0
L O I D A C A S T R O ( G . D I S T. ) 0
R A U L E S C A M I L L A 5 8 1 3 1 3
J U A N C A R L O S G O N Z A L E Z ( S U P. ) 3 6 9 9
I T Z AYA N A P I L A R A PA R I C I O 1 1 2 2
O S C A R VA Z Q U E Z G A R C I A 1 1 2 2
T O TA L O F I C I N A 1 0 0 0 1 6 2 6 2 6
1 . - J U Á R E Z P L U T Á R C O , C H I H
R E P R E S E N TA N T E A B C D T A
A G U S T I N G O N Z A L E Z ( G . D I V ) 4 5 9 9
A L I C I A H E R N Á N D E Z ( G . D I S T ) 6 6 6
I S A A C G O N Z Á L E Z ( G . C O M ) 2 0 2 0 2 0
D A N I E L G U E R R E R O 1 11 1 2 1 2
F R A N C I S O R O D A RT E 0 0
E Q U I P O 1 1 1
A D R I E L LY M A D R I D 1 1 1
A N G É L I C A C A R R I L L O 4 4 4
T O TA L O F I C I N A 1 0 4 4 8 5 3 5 3
2 . - S A N J U A N D E L R Í O , Q R O
R E P R E S E N TA N T E A B C D T A
J E S S I C A S A L G A D O H E R N A N D E Z 3 4 1 4 2 1 2 1
J O S E VA L E N T I N M A RT I N E Z R A M I R E Z 1 1 0 11 11
A RT U R O H E R N A N D E Z H E R N A N D E Z 6 6 6
C A R L O S E R N E S T O A L FA R O A L E M A N 1 1 1
T O TA L O F I C I N A 4 4 3 1 3 9 3 9
La Cotorra22 Statistics
INSCRIPCIONES
6 . - S A L A M A N C A , G T O
R E P R E S E N TA N T E A B C D T A
C A R L O S L Ó P E Z ( G E R E N T E D I V I S I O N A L )
A RT U R O S O T O C A S T R O 6 7 1 3 1 3
E L S A R O J A S 6 6 1 2 1 2
T O TA L O F I C I N A 1 2 0 0 1 3 2 5 2 5
4 . - P U E B L A , P U E B
R E P R E S E N TA N T E A B C D T A
G U A D A L U P E R O D R I G U E Z ( G . C O M . ) 11 11 11
M A R I A A N T O N I E TA R A M I R E Z ( S U P. ) 1 2 5 8 8
G U I L L E R M O L U N A C O RT E S 5 1 6 6
P E D R O A R I Z P E 2 2 2
T O TA L E S : 6 3 1 8 2 7 2 7
3 . - C U E R N AVA C A , M O R
R E P R E S E N TA N T E A B C D T A
A N D R É S G O N Z Á L E Z L O Z O YA ( S U P. ) 1 0 2 2 1 4 1 4
E S T E FA N Í A V E R G A R A L Ó P E Z 4 5 9 9
O F I C I N A 4 1 5 5
T O TA L O F I C I N A 1 8 3 0 7 2 8 2 8
7 . - L E Ó N PA L M A S , G T O
R E P R E S E N TA N T E A B C D T A
C A R L O S L Ó P E Z ( G E R E N T E D I V I S I O N A L )
H E C T O R R E Y N A U D 1 1 4 1 5 1 5
D AV I D P R I E T O 2 3 5 5
A D E L I N A B E LT R A N 2 2 2
A M E R I C A R A M I R E Z 1 1 1
T O TA L O F I C I N A 5 0 0 1 8 2 3 2 3
8 . - I R A P U AT O , G T O
R E P R E S E N TA N T E A B C D T A
C A R L O S L Ó P E Z ( G E R E N T E D I V I S I O N A L )
J O R G E I S L A S 7 8 1 5 1 5
C O R A I M A V I L L A N U E VA 2 4 6 6
G U I L L E R M O R O S A L E S 1 1 1
T O TA L E S : 1 0 0 0 1 2 2 2 2 2
BilingüeJanuary 23
1 4 . - T E X C O C O , E D O M E X
R E P R E S E N TA N T E A B C D T A
R I C A R D O A G I S S ( G . D I S T. ) 2 2 11 1 5 1 5
T O TA L O F I C I N A 2 0 2 11 1 5 1 5
2 0 . - L A P I E D A D , M I C H
R E P R E S E N TA N T E A B C D T A
J I M E N A J I M E N E Z 2 2 2
M Ó N I C A G A L L E G O S D I A Z 1 1 2 2
B E R E N I C E R A M O S R A M O S 4 4 4
L U I S A L F R E D O V À Z Q U E Z ( S U P. ) 2 2 2
T O TA L O F I C I N A 7 0 0 3 1 0 1 0
1 2 . - A C A P U L C O , G R O
R E P R E S E N TA N T E A B C D T A
A N D R E S G O N Z Á L E Z ( S U P E RV I S O R )
A D R I A N A H E R R E R A 5 3 1 0 1 8 1 8
T O TA L O F I C I N A 5 0 3 1 0 1 8 1 8
1 6 . - N U E V O L A R E D O , TA M
R E P R E S E N TA N T E A B C D T A
M A G D A C U E VA S 2 9 1 1 2 1 2
T O TA L O F I C I N A 2 9 1 0 1 2 1 2
1 0 . - S A N L U I S P O T O S Í , S L P
R E P R E S E N TA N T E A B C D T A
O S C A R N AVA L O P E Z ( G . D I V. ) 7 4 9 2 0 2 0
T O TA L O F I C I N A 7 0 4 9 2 0 2 0
1 3 . - N O G A L E S , S O N
R E P R E S E N TA N T E A B C D T A
G I L B E RT O M A RT I N E Z ( G . D I S T. ) 7 0 1 8 1 6 1 6
T O TA L O F I C I N A 7 0 1 8 8 1 6
9 . - L E Ó N P U N TA S U R , G T O
R E P R E S E N TA N T E A B C D T A
C A R L O S L Ó P E Z ( G E R E N T E D I V I S I O N A L )
U L I S E S Z A M A R R I PA 1 1 8 1 0 1 0
J O S E L U I S G U E R R A 2 7 9 9
O F I C I N A 2 2 2
T O TA L O F I C I N A 3 1 0 1 7 2 1 2 1
1 1 . - M E R I D A , Y U C
R E P R E S E N TA N T E A B C D T A
L I C . A L E J A N D R O S Á N C H E Z ( G . D I S T. ) 4 0 0 1 5 1 9 1 9
T O TA L O F I C I N A 4 0 0 1 5 1 9 1 9
1 5 . - M A Z AT L Á N , S I N
R E P R E S E N TA N T E A B C D T A
R O D O L F O R A M I R E Z ( G . C O M ) 3 1 0 1 3 1 3
T O TA L O F I C I N A 3 1 0 1 3 1 3
1 7 . - T E C Á M A C , E D O M E X
R E P R E S E N TA N T E A B C D T A
J AV I E R V I L L E G A S ( G . D I S T. )
E L S A J I M E N E Z ( S U P ) 2 1 0 1 2 1 2
T O TA L O F I C I N A 2 1 0 1 2 1 2
1 8 . - E C AT E P E C , E D O M E X
R E P R E S E N TA N T E A B C D T A
J AV I E R V I L L E G A S ( G . D I S T. )
E L S A J I M E N E Z 4 4 4
L I Z Z E T V I L L E G A S 8 8 8
T O TA L O F I C I N A 4 1 2 1 2
1 9 . - T O L U C A U R A WA , E D O M E X
R E P R E S E N TA N T E A B C D T A
N A Z A R E T H G O N Z A L E Z L Ó P E Z 2 7 9
H E RY E S C A L O N A P. ( G . C O M . ) 2 2
T O TA L O F I C I N A 4 0 0 7 11 11
2 1 . - T I J U A N A , B C
R E P R E S E N TA N T E A B C D T A
M A RY C A R M E N G A L L A R D O ( S U P. ) 3 4 3 1 0 1 0
T O TA L O F I C I N A 3 0 4 3 1 0 1 02 2 . - I G U A L A , G R O
R E P R E S E N TA N T E A B C D T A
J H O N ATA N R O S A S C A S T R O ( G . D I S T. ) 1 1 1
G A B R I E L A E S P I N O S A M O R A L E S 3 3 3
V I C E N T E E S C O R C I A 4 4 4
F E R N A N D O M A RT I N E Z 2 2 2
T O TA L O F I C I N A 1 0 0 9 1 0 1 0
2 3 . - M O N T E R R E Y M I T R A S , N L
R E P R E S E N TA N T E A B C D T A
J E S U S A L B E RT O E S C A M I L L A F L O R E S 1 5
J U L I A S I LVA S E G O V I A ( G . D I S T. ) 3 3 3
T O TA L O F I C I N A 0 1 0 8 9 9
3 0 . - T U X T L A G U T I E R R E Z , C H I S
R E P R E S E N TA N T E A B C D T A
J U A N C A R L O S L E Z A M A V Á S Q U E Z ( S U P. ) 1 5 6 6
R O M E O N I Ñ O R O D R I G U E Z 0 0
T O TA L O F I C I N A 1 0 0 5 6 6
3 3 . - D U R A N G O , D G O
R E P R E S E N TA N T E A B C D T A
R A U L S A U C E D O ( G . D I V I S I O N A L )
O F I C I N A 2 2 2
T O TA L O F I C I N A 2 2 2
2 4 . - S A N M A R T I N T E X M E L U C A N , P U E B
R E P R E S E N TA N T E A B C D T A
M A R I A V E R G A R A ( S U P ) 3 3 3
J O S E L U I S R O M E R O 1 1 1
I V O N N E G A R C I A 1 1 1
M AY R A R A M O S 2 1 3 3
T O TA L O F I C I N A 2 0 0 6 8 8
2 9 . - J U Á R E Z C A M P O S E L I S E O S , C H I H
R E P R E S E N TA N T E A B C D T A
I VA N M O R E N O ( G . C O M . ) 3 3 3
PA O L A A R I Z M E N D I 2 1 3 3
T O TA L O F I C I N A 2 0 0 4 6 6
La Cotorra Bilingüe24 Statistics
3 1 . - M O N T E R R E Y G U A D A L U P E , N L
R E P R E S E N TA N T E A B C D T A
J U L I A S E G O V I A ( G . D I S T )
J AV I E R E S C A M I L L A 3 3 3
T O TA L O F I C I N A 0 0 0 3 3 3
2 5 . - O B R E G Ó N , S O N
R E P R E S E N TA N T E A B C D T A
R A U L S A U C E D O ( G . D I V. )
B R E N D A O RT I Z 4 3 7 7
T O TA L O F I C I N A 4 0 0 3 7 7
3 9 . - TA PA C H U L A , C H I S
R E P R E S E N TA N T E A B C D T A
T O TA L O F I C I N A 0 0
3 4 . - C I N TA L A PA , C H I S
R E P R E S E N TA N T E A B C D T A
T O TA L O F I C I N A 0 0
3 7 . - N AV O J O A , S O N
R E P R E S E N TA N T E A B C D T A
T O TA L O F I C I N A 0 0
3 5 . - C H I L PA N C I N G O , G R O
R E P R E S E N TA N T E A B C D T A
T O TA L O F I C I N A 0 0
4 0 . - T U X T E P E C , O A X
R E P R E S E N TA N T E A B C D T A
T O TA L O F I C I N A 0 0
3 8 . - O A X A C A , O A X
R E P R E S E N TA N T E A B C D T A
T O TA L O F I C I N A 0 0
3 2 . - C U L I A C A N , S I N
R E P R E S E N TA N T E A B C D T A
A G U S T I N F E R R E R T E N O R I O 3 3 3
T O TA L O F I C I N A 0 0 0 3 3 3
2 8 . - J U Á R E Z N U E V O , C H I H
R E P R E S E N TA N T E A B C D T A
A L O N S O L Ó P E Z ( G . D I V. )
F E D E R I C O S O L A N O 1 1 1
PA O L A A R I Z M E N D I 2 2 2
B E R E N I C E R O D R I G U E Z 4 4 4
T O TA L O F I C I N A 0 1 0 6 7 7
2 7 . - M O N T E R R E Y T E C N O L O G I C O , N L
R E P R E S E N TA N T E A B C D T A
J U L I A S I LVA S E G O V I A ( G . D I S T. ) 1 1 5 7 7
T O TA L O F I C I N A 1 1 0 5 7 7
2 6 . - T U L A , H G O
R E P R E S E N TA N T E A B C D T A
M A R I A N A 1 1 2 2
O S C A R VA Z Q U E Z G A R C I A 3 3 3
A N G E L A G U AY O ( G . D I V. ) 2 2 2
T O TA L O F I C I N A 2 0 1 4 7 7
3 6 . - M O N T E R R E Y C E N T R O , N L
R E P R E S E N TA N T E A B C D T A
T O TA L O F I C I N A 0 0
La Cotorra26 Graduation
SANBilingüeDecember 27
MARTINTEXMELUCANDécima Generación.
Personalidades que nos acompañaron: Miss. Connie Ruiz de Chavez, C.P. Luís Rojas , Lic. Jessica de San Juan del Río, C.P. Guillermo Luna, C.P. Martín Luna del edo. de Puebla, Refugio Ramirez Madrid regidor de educación.
Cabe mencionar que tres alumnos desatacaron en su aprendizaje:
Gabriel Muñoz Sánchez en tan solo tres meses Alejandra J. Chavaje Ávila en cuatro meses Daniel Sandoval Cortés, en ocho meses.
¡ FELICIDADES!