Luminacion Business Model

1. Company Profile

2. The Multicultural Market
The Numbers Tell the Story
• Hispanics are the fastest growing multicultural segment: from 1990
to 2000 the population increased 58%, a rate 4 times faster than the
total U.S. population and maintains over $581B in buying Power
• The African American Gen Y consumers accounted for 2 of every
3 dollars spent by minorities. Their buying power is $645.9B and is
estimated to increase by 20% in 2006
• Asian Americans have the highest medium household income of
all groups in the United States [including the general market] and also
the highest rate of education with over 44% holding at least a
Bachelor’s Degree
• The Urban market, made up of mainly young Hispanics and
African Americans, has a strong influence on trends in the
broader marketplace especially in the areas of fashion, music and
language (e.g., Rap, Hip-Hop, Reggaeton).
Source: 2002 US Census, US Economic Census 1997,
A Nation Within A Nation - Selig Center University of Georgia

3. Our world is changing…
…Multicultural America from 1970 to 2008
Our team brings a unique value proposition with multicultural
experience in CEO-level consulting, business & marketing strategy,
content generation, TV & film production, online marketing.

4. Services
• Multicultural Strategy Consulting:
– Business and brand analysis to identify top-line
growth opportunities that are integrated across
various functional areas of the organization
– Develop detailed action plans that include “quick
hits” as well as longer term strategic initiatives
• Content Development & Distribution:
– Create multicultural content and branded
entertainment properties mapped to key
opportunities
– Develop or extend current distribution strategies
that leverage the growing convergence between
Madison + Vine + Valley

5. Media Spending vs. Time
Ad Dollars Time
TV 37.0% 32.4%
Radio 9.0% 18.0%
Newspapers 30.0% 7.6%
Magazines 13.0% 5.6%
Cinema 0.4% 3.1%
Digital 5.0% 33.3%
Source: Carat

6. New Reality
• Time Shifting
• Convergence
• DVR’s, Tivo’s, Sling
• Multi Screen
• Product Placement
• Integration
What you want when you want it!

7. Luminación
• Transition – traditional and new
• Integration, online, mobile, niche,
events, in flight entertainment
• Extending your branding experience
– Broadband Channels
– Viral Communities
• Branded Content – professional and
UGC

8. Current Projects
• “LatinEyes” - LatinEyes is an exciting, innovative weekly half-hour
television show, in English, for everyone interested in Latino culture.
Every week LatinEyes has a new show with the most interesting stories
on entertainment, music, food, people and travel, all related to Latino
culture. LatinEyes won a 2006 Northern California Emmy!. It
broadcasts on 78 local and independent stations.
• “Latin Dimes” – Sony’s urban web site and integrated marketing plan
targeting the coveted 18 – 24 consumer. Produced by Luminación and
Sony around the music, music videos, artist and dancers that make up
the urban lifestyle segment. We will create a social site featuring Sony’s
urban talent. We have the rights to use this content and could provide
you with access to the stars. Users could upload their own videos and
pictures just like My Space and You Tube. Additionally you will have
access to contests, concerts and events that expand your reach to the
consumer at different platforms. Battle of the Bands meets Battle of the
Beauties. English language.

9. Other Projects
• “El Negocio de mis Suenos” - The search for the next Latino/Latina
Entrepreneur that against all odds launches a business or a new
product. We interview successful business men and women and learn
how they made it to the top of their industry, the barriers they had to
overcome and who supported them. On the other side we bring top
academia from national and local schools to share tips or capsules on
business topics. With this premise we launch a national search for the
next best Latino entrepreneur. The winner receives $100,000 to launch
his/her business/ product. Potential hostess: Barbara Palacios-former
Miss Universe.
• “Children Show” Named to be determined– 26 Episode English and
Spanish-language series based on a successful program that
broadcasted in Mexico. Music, concerts, merchandising available.
Idea/Pitch stage.

10. Your Brand Center Stage
The Four Screens Strategy
Web
Branded
Mobile
Television
Content
In-Flight
Entertainment

11. Unique Proposition
Distribution Platform
• TV
– 100 stations nationwide (prime and fringe). Drives traffic to
web site and mobile
• Web site (LatinEyes.tv)
– 20,000 monthly targeted visitors. Viral and organic growth
• Mobile
– Turn key promotions. Sign up for contest, coupons, viral
• In flight entertainment
– AeroMexico, LAN, American Airlines (U.S. and international).
– Multicultural markets have a strong connection with native
countries

12. New Web Site
With Social Features and sponsors driven contests

13. Mobile Social Portal
Highly Targeted Campaigns
1. Location of mobile page
2. Gender
3. Age
4. Status
5. User “tag”

14. In-Flight Entertainment
Opportunities for Branded Content and Sponsorships
Nelly Furtado in LatinEyes
Argentine Tango in LatinEyes
Entertainment
Travel
A Grammy for LatinEyes

15. Next Steps
Contact us at
icevallos@luminacion.com
323.785.2510