Guest lecture at the University Panamericana Mexico City Feb 28 2011

1. Entrepreneurship
Technology
Innovation
Rodney Tanner
Knowledge Worker, Brand Planner, Entrepreneur
1)

2. What we will Cover
• Study Background
• Mexican Business Culture
• Stages of Entrepreneurial Development
• Technology – Opportunity –
Entrepreneurialism
• Ideas under review.
• Evaluating the ideas
2)

3. Entrepreneurship in a Changing
Environment
• Changes in Markets
– Outsourcing
– Virtual organizations
– Market fragmentation
3)

4. Competitive Advantages of Small
Business
• Allows a business to compete
effectively
• Personal relationship with customer
• Ability to innovate
• Flexibility
4)

5. New Markets
• Green markets
• Market place
• Market space
5)

6. Study Material - In Summary
• Last 15 years have seen big changes
• Big companies do not offer labor
permanence
• Small companies are abundant
• Outsourcing is growing
• Startups are breaking records
6)

7. Entrepreneurship - Definition
• Entrepreneurs “create needs”.
• Business people “satisfy needs”.
7)

8. Stages of Entrepreneurial
Development
Factor-Driven Efficiency-Driven Innovation-Driven
From subsistence Increased R&D, knowledge intensity,
agriculture to extraction industrialization and expanding service
of natural resources, and economies of scale. sector. Greater potential
creating regional scale- Large firms dominate, for innovative
intensive agglomerations. but supply chain niches entrepreneurial activity.
open up for small and
medium enterprises.
Basic Requirements > Efficiency Enhancers > Entrepreneurship
Conditions
South Africa, Tunisia,
Angola*, Ghana, Argentina, Brazil, Chile*, Israel, Slovenia, Australia, Japan,
Uganda, Zambia Colombia, Costa Republic of Korea
Egypt*, Iran*, Pakistan, Rica, Ecuador, Mexico, Belgium, Denmark, Finland,
Saudi Arabia*, West Peru, Trinidad and Tobago*, France, Germany, Greece,
Bank and Gaza Uruguay* Iceland, Ireland, Italy, Netherlands,
Jamaica*, Guatemala*, Bosnia and Herzegovina, Norway, Portugal, Spain,
Bolivia Croatia*, Hungary*, Latvia*, Sweden, Switzerland,
Macedonia, Montenegro, United Kingdom, United States
Source: GEM 2010, Romania, Russia, Turkey,
Malaysia, China, Taiwan* 8)

9. Mexican Business Culture
• Monopolistic thinking
– Power elites
– Money, inequality of opportunity
– Contacts and cronyism
• Conservative – risk averse
Satisfaction Social Equality Entrepreneurial
Dem. Gov. Inst. Edu. Opportunity Culture
Uruguay 80% Above Ave. Strong
Lat. Am Ave 44% Low Weak
Mexico 17% Low Weak
Source: GEM 2010, The Economist Nov. 2010
9)

10. Outsourcing – Beware!
Market Research –
Online Studies 2006 ($ CPI)
USA/UK $12.0
Mexico $ 5.0
Indonesia $ 2.5
India $ 1.0*
* Mexico = Ave. salary $mx2,800, 0% profit
10)

11. Google Trends - Mexico
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12. T.O.E. Basic Model
Technology Opportunities Entrepreneurship
Clever ways to do What? How to make money
things Who? from little or
How? nothing
Creating ideas to: When? (Bootstrapping)
• Do new things Where?
• Do old things better Finding customers
• Totally re-invent
re- Where do we play? and keeping them?
things How will we win?
• Technology helps us Fulfilling needs
do things better, Mission profitably
faster and cheaper Vision (Marketing)
• 80% of businesses fail in the first
two years
• So how do we avoid failure?
12)

13. Segmentación
Demográfico - Valores y Actitudes
SOCIAL
COMPROMETIDO - 18%
HyM-25-45, NSE: C típico
con hijos 7-12 años
TRADICIONAL - 11%
HyM-51-60, NSE: Medio
con hijos grandes
PROACTIVIDAD
EMPRENDEDOR 1O%
PASIVIDAD
SEGUIDOR - 18% M-31-40, NSE: Bajo
H-41-50, NSE: Bajo con hijos pequeños EMPRENDEDOR - 7%
con hijos grandes HyM 24-40, NSE: Alto
con hijos adolescentes
INDIVIDUALISTA - 9%
ASPIRACIONAL BASICO -27% H-24-40,
HyM-25-34, NSE: Medio NSE: Alto y Medio
con hijos pequeños con hijos grandes
Fuente
INDIVIDUAL
56% 44% 13)
(13)

14. Social Entrepreneurship
“Doing well by doing good”
good”
Africa - India
• Micro Credits
• Sanitary protection
• $1 eye glasses
• $100 laptops
14)

15. Electric car charging
stations
How it works
• When customers buy an electric car, the car
company provides them with our contact
information.
• We offer the complete installation of the
charging station, including a special electric line
from CFE and top of the line charging stations.
• Our services include maintenance and, if
requested, upgrades for an extra charge.
15)

16. Electric car charging
stations
• We offer consumers the installation of charging
stations for electric vehicles, making it easier
and affordable to own this type of car.
• In order to see widespread EV adoption, the
electrical grid must be modernized and charging
stations must be accessible, quick and easy.
• Our company offers this possibility, making it easier
to own an electric car by providing the necessary
infrastructure and offering the latest technology
available, allowing faster charging at home and
on the road.
16)

17. Finders Keepers
• What it is?
– System cameras and mapping software in real time,
that takes the number of places available in a parking
lot and its location as an indication to the user interface
panels for easy searching.
• How does it work ?
– It is an electronic and computer system that tells you
the location of places available at the time of entering
the parking panels distributed in the different
entrances to reduce the search time of a place.
17)

18. Finders Keepers
• Service business to business.
• Market approximate size
–1,216 public parking lots.
–160,966 parking slots.
• Location
–Metropolitan area of Mexico City
• Income level
–Parking companies that manage over 100
parking slots
18)

19. Finders Keepers
• Product
–It will reduce the queue time in the parking lots
–The costumer will have more time available for
shopping or doing any desired activity
–Service Business to Business
–Service that will
• Promotion
–System will be hired to parking companies
such as Central Parking, Ranver…
–Principally it will get known by promoting
directly with the parking business
19)

20. Finders Keepers
• Place
– Service will be installed upon the needs of the
costumer
– Business’ facilities will be used
• Price
– Includes CCTV, Electric Panels, illumination for
each slot, Centralized Programmed computer and
Installation.
• From 1-60 spaces
– 1,500 per slot.
• From 61-150
– 1,300 per slot
• 151 and above
– 1,000 per slot 20)

21. 1- Printing Kiosk
kiosk, self service printer to speed up the printing process in Universities
(student will send me the image of a sketch he showed me today)
21)

22. EBA
EBA is a software for grocery stores, in which
the owner and the clerk will be able to:
• Control the merchandise (when and what to stock).
• Take care of cash flow (incomes and outcomes).
• Know which products give more profits.
22)

23. ProClean
• Systematization of ProClean administration
and selling structure (Proclean is a company
dedicated to the manufacturing and
distribution of cleaning products.
• The company counts with a little factory
at Cuautitlan Izcalli. In this factory, different
kinds of cleaning products are produced;
Floor and clothes detergent, hand soap, etc.)-
23)

24. Concept Evaluation
Concept Technology Opportunity Marketing Outlook
Electric
Charge
Finders
Keepers
Print Kiosk
EBA
ProClean
24)

25. Many Thanks!
And I am ready for your
questions!
twitter@rodneytanner
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