la cotorra febrero 2016

/// 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.

La Cotorra06

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.

7 I

ncon

veni

ent

Tru

ths

Abo

ut C

onte

nt M

arke

ting

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.

La Cotorra10

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

La Cotorra12

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


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


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


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


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


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


INSCRIPCIONES

6 . - S A L A M A N C A , G T O


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


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


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



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



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 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


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


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


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


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


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



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


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 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


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


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


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


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


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


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


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 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


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


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


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 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


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



3 7 . - N AV O J O A , S O N



3 5 . - C H I L PA N C I N G O , G R O



4 0 . - T U X T E P E C , O A X



3 8 . - O A X A C A , O A X



3 2 . - C U L I A C A N , S I N


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


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


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


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



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!

la cotorra febrero 2016

Documents