How to write a successful novel

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How to write a successful novel?
2
How to write a successful novel?
Hopeful Beginning


Suspense
Drama
Happy Ending
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How to write a successful novel?
Choose a good Title


Cracking the US Hispanic Code
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Cracking the US Hispanic Code
Hopeful Beginning

• The US Hispanic market growth generates a huge
  business opportunity for everyone

Suspense

• Yes, it grows

• The opportunity is not easy to capitalize

Drama

• Local markets are quite different

Happy Ending ?
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Each Hispanic cluster has different background
Los Angeles
New York
Mexican 9
Puerto Rican 1
South American 22
Other Hispanic 23
Cuban 4
Cuban 1
Miami
Other Hisp. 31
Puerto Rican 34
Mexican 75
Mexican 4
Colombian 12
Puerto Rican 9
Cuban 45
Other Hisp. 30
Chicago
Houston
Other 13
Cuban 1
Colombian 4
C American 16
Puerto Rican 11
Puerto Rican 1
Mexican 72
Other 6
Cuban 1
Mexican 75
Source Strategy Research Corp, US Hispanic
Market, 2002
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Buying Power by city varies as much as 50
Miami
Dallas
Chicago
Houston
Phoenix
New York
San Francisco
Los Angeles
San Antonio
McCallen/Br
Source Strategy Research Corp, US Hispanic
Market, 2002
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Cracking the US Hispanic Code
Hopeful Beginning

• The US Hispanic market growth generates a huge
  business opportunity for everyone

Suspense

• Yes, it grows

• The opportunity is not easy to capitalize

Drama

• Local markets are quite different

• Within local markets, upscale Hispanics are very
  different from general market upscale Americans
  and other Hispanics

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Hispanics differ from general market

• Upscale Hispanics are heavy consumers of tech and
  luxury goods
• US Hispanics indexes 31 and 16 over the general
  market when purchasing Cartier and Rolex watches.
  
• US Hispanics indexes 7 over the general market
  when it comes to purchasing flat screen TVs.
• US Hispanics are twice as likely to spend 3000
  or more on a high definition TV than the average
  person in the general market.
• US Hispanic growth in the designer apparel
  industry is expected to average 6.7 per year
  over the next 10 years, nearly double the 3.6
  annual rate for sales to the US non-Hispanic
  market.

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Cracking the US Hispanic Code
Hopeful Beginning

• The US Hispanic market growth generates a huge
  business opportunity for everyone

Suspense

• Yes, it grows

• The opportunity is not easy to capitalize

Drama

• Local markets are quite different

• Within local markets, upscale Hispanics are very
  different from general market upscale Americans
  and other Hispanics

• Second generation Hispanics are very different
  from first generation.

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Media consumption changes based on birth place
SourceStrategy Research Corp, US Hispanic
Market, 2002
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Cracking the US Hispanic Code
Hopeful Beginning

• The US Hispanic market growth generates a huge
  business opportunity for everyone

Suspense

• Yes, it grows

• The opportunity is not easy to capitalize

Drama

• Local markets are quite different

• Within local markets, upscale Hispanics are very
  different from general market upscale Americans
  and other Hispanics

• Second generation Hispanics are very different
  from first generation.

• Psychographic diversity within the market
  generate different behavior as well.

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Migration motivation explain different interests
How to reach them?
Assimilated Hispanics 10 million
Bicultural Hispanics 9 million
Individuals looking for opportunity
Mature looking for confortable retirement
Hispanic Dominant 24 million
Family makers looking for progress
Seek fortune, send back salary
Young Progressives 8 million
Prime of Life 6.5
million
Home Builders 16 million
Hearth-Hearted 12.5 million
Source Yankelovich Study 2002
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To succeed an investor must answer at least 3 key
questions
Key Questions Who are they? Is there a
mkt? What are their interests? How to
reach them?
Analysis Culture/Asimilation Drivers Media
Preference
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Bicultural society
Bicoltural hispanics will dominate the market in
the future
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Cultural, Community, Family Values
Heritage, values, attitude shows assimilation
process

• US Hispanics are acculturating, not assimilating
  (media impact)
• Family and community values and traditions remain
  strongly associated with Hispanic heritage and
  country of origin.
• Most maintain contact with and provide financial
  support to family in their country of origin.
• Three-quarters of Hispanic Dominant believe their
  main responsibility is to their family and not to
  making the world a better place. At the same
  time, feeling an obligation to their broader
  community is also most important.
• Live for today generates different consumptions
  patterns in debt, insurance, mortgages, etc

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Interest vary depending on assimilation and
psychographic segmentation
Assimilated Hispanics 10 million
American Sports
Society
Hip Hop
Fashion
Bicultural Hispanics 9 million
Trendy
Lifestyle
Early Adopters
Shopping
Hispanic Dominant 24 million
Celebrity / Royalty
Health
Beauty
High Tech
Home Making
Folk music
Personal Finance
Latin American Sports
Young Progressives 8 million
Gossip
Prime of Life 6.5
million
Home Builders 16 million
Hearth-Hearted 12.5 million
Scope of Interest
National
Local / National
Local / National
Local
Source Yankelovich Study 2002
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Different media reach each segment
How to reach them?
Open air Low TV/ High Magazines/ High cable
High Income
Highly concentrated Magazine Consumers
Both Languages
English
Spanish
English
Spanish
Both Languages
Spanish
Spanish
Spanish
Spanish
Low Income
High TV/ Low Magazines
Young Progressives INTERNET
Prime of Life RADIO
Family Driven
Individuals
Source Yankelovich Study 2002
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This is why TV and Magazines show the highest
growth in the US Hispanic Market
Magazines reach efficiently upscale Hispanics
with different interests
Expenditure Growth 1999-2003 ()
Source HispanTelligence
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Upscale Hispanics are very attractive
Magazines are the 2nd most consumed Spanish
language media in the US Hispanic Market
Spanish language magazines penetrate 41 of the
Hispanic market 18, more so than radio
Source Simmons Fall 2003 NCS/NHCS Study
Adults 18
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Bottom Line

• The US Hispanic market is large, it grows, it is
  attractive and is here to stay
• Nevertheless, this group is not a homogeneous
  one. Key differences include geographic origin,
  personal interests, income level, American
  acculturization and preferred language among
  others
• Therefore, appealing to it requires tailored
  content/products accounting for key demographic
  and psychographic differences

Happy Start


Suspense Drama
Happy Ending
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How to write a successful novel?