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Capturing Business
Growth During the 21 st

Century’s Cultural
Transformation
The COO's Guide to Capitalizing on the Hispanic Growth Explosion




                                               September 10, 2012
                                               Contact César M Melgoza
                                               1 (888) 211-9353
                                               cmelgoza@geoscape.com
2
                                                                     2


Today’s Agenda
 Quick Geoscape Background
 Data and technology resources
 What the COO needs to know
 Q&A / Discussion




     1 (888) 211-9353 | www.geoscape.com |   geoscape@geoscape.com
1

About Geoscape
Access the New Mainstream




                            Access the New Mainstream
4




Who We Are
Geoscape provides market
intelligence systems, data and
analytics for companies who need to
find growth amid a culturally-diverse
economy. Our clients realize that
growth depends on diversity and on
powerful intelligence platforms that help
grow their market share and gain
strategic advantages.


                   ENABLING
                 TECHNOLOGY
  UNIQUE                              ANALYTICS/
   DATA                               CONSULTING




      1 (888) 211-9353 | www.geoscape.com |   geoscape@geoscape.com
5




Leader in multicultural market intelligence.

   1995                  2002                     2004                2007     2011




Geoscape           Geoscape BV                 Geoscape            Merged      NexGen
Founded in          Founded in                Intelligence       Ownership      GIS
  Miami             Amsterdam                   System          with Goldman   Launch
                                               Launched             Sachs



      1 (888) 211-9353 | www.geoscape.com |   geoscape@geoscape.com
Who We Serve
                                                                                            6




Geoscape enjoys reciprocal licensing relationships with key data partners to address challenges
across industries and intelligence applications.


     KEY DATA PARTNERS                   SAMPLE CLIENTS FROM AMONG 200+ MAJOR BRANDS




              1 (888) 211-9353 | www.geoscape.com |   geoscape@geoscape.com
Why We                                                                 7




Are Different
 Geoscape leads the delivery of
 resources that support strategic and
 tactical initiatives to access the new
 mainstream consumer.

 Unique and powerful data resources,
 computerized intelligence systems.

 Advanced research and analytics
 guided by experience across industry
 sectors and operational lines.

 Unique value-add to enterprises, leading
 to impressive R.O.I.


       1 (888) 211-9353 | www.geoscape.com |   geoscape@geoscape.com
Unique Value Proposition
                                                                                             8




Business growth depends increasingly on consumers from diverse cultural backgrounds…




     GENERAL MARKET                                                          MULTICULTURAL


                                                                       New Mainstream




             1 (888) 211-9353 | www.geoscape.com |   geoscape@geoscape.com
2

Geoscape Resources
Accelerated Intelligence




                           Access the New Mainstream
Unique Data                                                          10




Resources
Geo-Demographic Segmentation
Consumer Spending
Shopping & Media Behavior
Direct Marketing Consumer Lists
Direct Marketing Business Lists
Media Reach and Coverage




     1 (888) 211-9353 | www.geoscape.com |   geoscape@geoscape.com
Geoscape Intelligence System
                                                                            11
                    ®

The Leading Online Platform for Gaining Market Intelligence




            1 (888) 211-9353 | www.geoscape.com |   geoscape@geoscape.com
12

Analytics and
Consulting

                                      GO-TO-MARKET




              GROUND-TRUTH
              SEGMENTATION




 OPPORTUNITY
 ASSESSMENT




      1 (888) 211-9353 | www.geoscape.com |   geoscape@geoscape.com
3

The Opportunity
What you may already know…




                             Access the New Mainstream
Topline Hispanic                                                      14




Basic Facts
 54 million steady residents.
    Plus 4 million in Puerto Rico.
 17 percent of the population.
 60 percent of population growth.
 Over $1 Trillion in annual buying power.
    Greater average lifetime value.
 Trend towards biculturalism – not fully assimilating.
 Variety of sub-segments.
 Avid consumers across categories.
      1 (888) 211-9353 | www.geoscape.com |   geoscape@geoscape.com
Population Change by Ethnicity/Race
                                                                                                15




By 2040, the population in the three largest ethnic groups is projected to meet or exceed the
population of Non-Hispanic Whites in the United States, a true minority-majority.




                                            Non-Hispanic White
                                         population will drop below
                                         50% of the U.S. population
                                                  by 2040.




             1 (888) 211-9353 | www.geoscape.com |   geoscape@geoscape.com
Majority-Minority Counties in 2012
                                                                                                           16




                                                               Non-Hispanic Whites are the minority in
                                                               an increasing number of counties - 356
                                                               in 2012. Those listed at right are ranked
                                                                 by multicultural population in 2012.




      1 (888) 211-9353 | www.geoscape.com |   geoscape@geoscape.com
4

What the COO needs to know
Before the board and investors ask the question…




                                              Access the New Mainstream
18



Key Questions for the COO
 Where will you find the growth to satisfy Wall Street expectations?
 Which trade-offs are needed vs. current investment mix?
 Is this a matter of marketing or will it require re-engineering key
 parts of the organization?
 Can you simply hire an agency to take care of it for us?
 Is there a short-term quick fix?
 What kind of investment do we need to capitalize on the growth?
 Who can I expect to resist these changes?




      1 (888) 211-9353 | www.geoscape.com |   geoscape@geoscape.com
Strategic Execution Paradigm
                                                                                        19




                                  BUSINESS OPPORTUNITY




                                                                          CUSTOMER
ORGANIZATIONAL                                                           TOUCH POINTS
  ALIGNMENT




                                    COMPETITIVE CONTEXT
         1 (888) 211-9353 | www.geoscape.com |   geoscape@geoscape.com
Generational Growth & Decline
                                                                                          20




By 2017, Hispanics make up a much more significant proportion of the population in the
younger generations while non-Hispanic Whites are nearly 4/5 of the total population age 75+




             1 (888) 211-9353 | www.geoscape.com |   geoscape@geoscape.com
21


Which Consumer is
Worth More?
                                                                         CUMULATIVE LIFE SPENDING
 Acquiring a household today and retaining it
 throughout their lifespan will result in very different
 cumulative revenue due to age, spending and life
 expectancy.

 Asian households will spend the most, followed by
 Hispanics. Each sector varies, often the average
 spending per household also is higher even if income
 is lower. Differences in lifespan result in compelling
 outcomes in favor of Hispanic and Asian consumers.

 The continued rapid growth in the Hispanic
 population will result in an aggregate spending worth
 that is becoming difficult to ignore—making it more
 important and strategic for corporations to shift their
 investment priorities.




         1 (888) 211-9353 | www.geoscape.com |   geoscape@geoscape.com
Cumulative Lifetime Spending
                                                                                                                                  22




The present Hispanic household lifespan is 16 years longer and with more spending in some
categories—the cumulative total is greater for Asian and Hispanic.




                                                                                   Median Age   Life Expectancy   Span in Years
                                                              Hispanic               27.3            84.0             56.7
                                                              Asian                  35.7            82.5             46.8
                                                              Black                  31.9            76.5             44.6
                                                              Non-Hispanic White     41.2            81.0             39.8


             1 (888) 211-9353 | www.geoscape.com |   geoscape@geoscape.com
The Corporate Continuum
                                                                                                            23




 Where does your company fit on the continuum?




                                COMMUNITY
                                RELATIONS

                                                                             CUSTOMER RELATIONSHIP
                                                                                 MANAGEMENT
LEGAL LIABILITY
  MITIGATION




          CORPORATE                                                                                  STRATEGIC
         RESPONSIBILITY                                                                              ADVANTAGE


                                                               DOING WELL BY DOING
                                                                      GOOD



                  1 (888) 211-9353 | www.geoscape.com |   geoscape@geoscape.com
5

Discussion
Question & Answer




                    Access the New Mainstream
Capturing Business
Growth During the 21 st

Century’s Cultural
Transformation
The COO's Guide to Capitalizing on the Hispanic Growth Explosion




                                               September 10, 2012
                                               Contact César M Melgoza
                                               1 (888) 211-9353
                                               cmelgoza@geoscape.com

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Geoscape Capturing Business Growth In The 21st Century (What The Coo Needs To Know) 120907

  • 1. Capturing Business Growth During the 21 st Century’s Cultural Transformation The COO's Guide to Capitalizing on the Hispanic Growth Explosion September 10, 2012 Contact César M Melgoza 1 (888) 211-9353 cmelgoza@geoscape.com
  • 2. 2 2 Today’s Agenda Quick Geoscape Background Data and technology resources What the COO needs to know Q&A / Discussion 1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
  • 3. 1 About Geoscape Access the New Mainstream Access the New Mainstream
  • 4. 4 Who We Are Geoscape provides market intelligence systems, data and analytics for companies who need to find growth amid a culturally-diverse economy. Our clients realize that growth depends on diversity and on powerful intelligence platforms that help grow their market share and gain strategic advantages. ENABLING TECHNOLOGY UNIQUE ANALYTICS/ DATA CONSULTING 1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
  • 5. 5 Leader in multicultural market intelligence. 1995 2002 2004 2007 2011 Geoscape Geoscape BV Geoscape Merged NexGen Founded in Founded in Intelligence Ownership GIS Miami Amsterdam System with Goldman Launch Launched Sachs 1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
  • 6. Who We Serve 6 Geoscape enjoys reciprocal licensing relationships with key data partners to address challenges across industries and intelligence applications. KEY DATA PARTNERS SAMPLE CLIENTS FROM AMONG 200+ MAJOR BRANDS 1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
  • 7. Why We 7 Are Different Geoscape leads the delivery of resources that support strategic and tactical initiatives to access the new mainstream consumer. Unique and powerful data resources, computerized intelligence systems. Advanced research and analytics guided by experience across industry sectors and operational lines. Unique value-add to enterprises, leading to impressive R.O.I. 1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
  • 8. Unique Value Proposition 8 Business growth depends increasingly on consumers from diverse cultural backgrounds… GENERAL MARKET MULTICULTURAL New Mainstream 1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
  • 10. Unique Data 10 Resources Geo-Demographic Segmentation Consumer Spending Shopping & Media Behavior Direct Marketing Consumer Lists Direct Marketing Business Lists Media Reach and Coverage 1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
  • 11. Geoscape Intelligence System 11 ® The Leading Online Platform for Gaining Market Intelligence 1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
  • 12. 12 Analytics and Consulting GO-TO-MARKET GROUND-TRUTH SEGMENTATION OPPORTUNITY ASSESSMENT 1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
  • 13. 3 The Opportunity What you may already know… Access the New Mainstream
  • 14. Topline Hispanic 14 Basic Facts 54 million steady residents.  Plus 4 million in Puerto Rico. 17 percent of the population. 60 percent of population growth. Over $1 Trillion in annual buying power.  Greater average lifetime value. Trend towards biculturalism – not fully assimilating. Variety of sub-segments. Avid consumers across categories. 1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
  • 15. Population Change by Ethnicity/Race 15 By 2040, the population in the three largest ethnic groups is projected to meet or exceed the population of Non-Hispanic Whites in the United States, a true minority-majority. Non-Hispanic White population will drop below 50% of the U.S. population by 2040. 1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
  • 16. Majority-Minority Counties in 2012 16 Non-Hispanic Whites are the minority in an increasing number of counties - 356 in 2012. Those listed at right are ranked by multicultural population in 2012. 1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
  • 17. 4 What the COO needs to know Before the board and investors ask the question… Access the New Mainstream
  • 18. 18 Key Questions for the COO Where will you find the growth to satisfy Wall Street expectations? Which trade-offs are needed vs. current investment mix? Is this a matter of marketing or will it require re-engineering key parts of the organization? Can you simply hire an agency to take care of it for us? Is there a short-term quick fix? What kind of investment do we need to capitalize on the growth? Who can I expect to resist these changes? 1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
  • 19. Strategic Execution Paradigm 19 BUSINESS OPPORTUNITY CUSTOMER ORGANIZATIONAL TOUCH POINTS ALIGNMENT COMPETITIVE CONTEXT 1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
  • 20. Generational Growth & Decline 20 By 2017, Hispanics make up a much more significant proportion of the population in the younger generations while non-Hispanic Whites are nearly 4/5 of the total population age 75+ 1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
  • 21. 21 Which Consumer is Worth More? CUMULATIVE LIFE SPENDING Acquiring a household today and retaining it throughout their lifespan will result in very different cumulative revenue due to age, spending and life expectancy. Asian households will spend the most, followed by Hispanics. Each sector varies, often the average spending per household also is higher even if income is lower. Differences in lifespan result in compelling outcomes in favor of Hispanic and Asian consumers. The continued rapid growth in the Hispanic population will result in an aggregate spending worth that is becoming difficult to ignore—making it more important and strategic for corporations to shift their investment priorities. 1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
  • 22. Cumulative Lifetime Spending 22 The present Hispanic household lifespan is 16 years longer and with more spending in some categories—the cumulative total is greater for Asian and Hispanic. Median Age Life Expectancy Span in Years Hispanic 27.3 84.0 56.7 Asian 35.7 82.5 46.8 Black 31.9 76.5 44.6 Non-Hispanic White 41.2 81.0 39.8 1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
  • 23. The Corporate Continuum 23 Where does your company fit on the continuum? COMMUNITY RELATIONS CUSTOMER RELATIONSHIP MANAGEMENT LEGAL LIABILITY MITIGATION CORPORATE STRATEGIC RESPONSIBILITY ADVANTAGE DOING WELL BY DOING GOOD 1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
  • 24. 5 Discussion Question & Answer Access the New Mainstream
  • 25. Capturing Business Growth During the 21 st Century’s Cultural Transformation The COO's Guide to Capitalizing on the Hispanic Growth Explosion September 10, 2012 Contact César M Melgoza 1 (888) 211-9353 cmelgoza@geoscape.com