How do you find growth opportunities in a crowded market? How do you know where you stand versus your competition? Through a really life example, this presentation shows the use of the 3-Circle marketing tool (Joe Urbany) to identify areas of a business to dismiss, support or develop to generate growth in any organization.

1. 3 Circle Project
By Jose Ojeda – EMBA 2012
University of Notre Dame
November 2010

2. BRIEF BACKGROUND
• The National Society of Hispanic MBAs (NSHMBA) was created
in 1988 as a non-profit organization. Widely known as the
"Premier Hispanic Organization," NSHMBA serves 32 chapters
and 8,000 members in the U.S. and Puerto Rico. It exists to
foster Hispanic leadership through graduate management
education and professional development. NSHMBA works to
prepare Hispanics for leadership positions throughout the
U.S., so that they can provide the cultural awareness and
sensitivity vital in the management of the nation's diverse
workforce.

3. Customers

4. Customer Descriptions Categorized (people or organizations)
RESULTS – SESSION 10/07/10
Community Career driven Education
driven driven
• Motivated • Professional career • Education
oriented focused
• Passion 4 • Drive to navigate the
advocacy corporate ladder • Desire to get
new ideas
• Passion 4 • Desire of a new
community career • Looking to
service • Motivated of new study a MBA
professional
• Mentor opportunities • Looking to
develop
• Willing to give • Willing to expand leadership
advice professional network
skills
• Looking for a support
• Diversity group • Diversity
friendly friendly
• Diversity friendly

5. Customer Descriptions Categorized (people or organizations)
RESULTS – SESSION 10/07/10
Corporations Entrepreneur Spirit
• Looking to increase • Looking to canalize
diversity talent innovation
• Looking for
advising in start
ups.
• Employment
generator
• Creators of new
markets
• Entrepreneur spirit
• New product /
services producers
• Funding oriented

6. “Competition”
RESULTS – SESSION 10/07/10
In order of Importance
1. Hispanic Latino Business Council (HLBC)
2. Greater Louisville International Professionals
(GLIP)
3. Women MBA
4. Society of Hispanic Professionals Engineers
(SHPE)
5. Black MBA
6. Young Professional Association of Louisville
(YPAL)
7. Hispanic Latino Coalition (HLC)
*Although listed as “competition” all of these organizations work together to achieve a great good for the community.

7. Competition
COMPETITION - HLBC
1. Hispanic Latino Business Coaltion (HLBC)
Mission
To create, advance and promote economic
opportunities for
Hispanic/Latino Businesses and individuals in the Greater Louisville
Region.
Objectives
• Develop programs and events that will bring together members of the Hispanic/Latino business
community in forums that will allow them to network and share best practices. (Making
Connections/Programming)
• Increase the level of awareness of the Hispanic/Latino business community in the Greater
Louisville region by broadening the scope of interaction with other non-Hispanic/Latino
individuals and organizations. (Raising Awareness/Marketing and PR)
• Help Hispanic/Latino businesses grow and prosper by providing connections to necessary
resources and advocating for the development of additional assistance. (Economic Development)
• Supply educational and training opportunities to Hispanic/Latino businesses and individuals to
assist with current or future business and personal growth. (Training and Education)
• Grow the membership of the Greater Louisville HLBC to allow as many individuals and businesses
as possible access to its benefits. (Membership)
Sounds like: Business Oriented

8. Competition
COMPETITION - HLBC
1. Hispanic Latino Business Council (HLBC)
Business Membership –
• Network with fellow Hispanic business owners and professionals
• Develop Relationships for future business endeavors
• Obtain information about business opportunities available for Hispanics and minorities in the
region
• Serve as a mentor for fellow Hispanics
• Share best practices with other business owners and professionals
• Be informed about industries and information regarding the mainstream business community
• Communicate specific needs of the Hispanic Business community
• Opportunity to be featured in HLBC communications
• Opportunity to participate in special projects and programs with HLBC
• Have up to three company employees at each HLBC event for free
$100 ◦ Join Now
1. Professional Membership –
• Network with fellow Hispanic business professionals
• Develop relationships for future business endeavors
• Serve as a mentor for other fellow business professionals
• Communicate specific needs of the Hispanic Business community
• Opportunity to be featured in HLBC communications
• Opportunity to participate in special projects and programs of the HLBC
• Attend HLBC events for free
$50 ◦ Join Now

9. Competition
COMPETITION - GLIP
2. Greater Louisville International Professionals (GLIP)
Why Become a G.L.I.P.?
• What’s the best way for international professionals like me to launch a job search here?
• Who should I talk to about getting more involved in the community?
• How can I meet other professionals from my home country?
• What type of multi-cultural events and activities does this community offer?
• Where can I share what I’ve learned with others in a similar position?
Our Value Proposition
G.L.I.P. provides international professionals and students with a source for qualified guidance on how
to get involved and get ahead in this community. Unlike any other program,
G.L.I.P. facilitates solid connections between international professionals, their peers and local business
leaders. These relationships offer navigation through the assimilation process, mentor progress, open
new lines of communication and celebrate success.
Through the resources of G.L.I.P., businesses, HR professionals and executive recruiters will have a one-stop
resource for engaging professional expertise and experience of talented immigrants—a key aspect of our
region’s workforce development strategy. As a result, Greater Louisville will continue to become
recognized as a welcoming and inclusive city of possibilities
Sounds like: Networking and Professional Development

10. Competition
COMPETITION - GLIP
2. Greater Louisville International Professionals (GLIP)
Vision & Mission
Vision
Louisville’s transformation into an internationally inclusive ‘economic hot spot.’
Mission
Greater Louisville International Professionals’ mission is to attract and retain international talent by
showcasing Louisville as a welcoming and inclusive city of possibilities. G.L.I.P is committed to providing a
platform of distinct initiatives, such as social media networks, mentorship programs, and hosted events, to
engage and connect the accomplished individuals of the international and local community.
Strategies
• Recruit an inclusive network of international professionals based in Metro Louisville.
• Provide resources through a dynamic website that functions as a directory of G.L.I.P.s and as a platform to
post and discuss relevant content.
• Facilitate connections among G.L.I.P.s via hosted events and signature programs.
• Foster online interaction via our website and social media.
• Assist executive recruiters and human resources professionals in their efforts to attract, retain, and engage
international talent.
• Increase public awareness of the importance of international talent for economic and community
development.

11. What segment to focus on first?
First Segment to focus on
Customer Segments
Agents of Social Change Career Agent / Passion for Success Education Hunk
Gina Buendia 1 3 2
Gustavo Gisbert 3 1 2
Monica Paredes 3 1 2
Carmen Moreno 2 3 1
Adriana Bonilla 2 3 1
Miguel Jimenez
Jose Ojeda 3 2 1
Liz Moudry 2 3 1
Joan David Rebolledo 3 2 1
Total 2.38 2.25 1.38
Std Deviation 0.74 0.89 0.52
Education Hunk

12. 1. CONTEXT STATEMENT
Defining Context
My goal is to figure out how (1) NSHMBA
Louisville can grow by creating more value
for (2) Education Hunk than (3) Hispanic
Latino Business Coalition & Greater Louisville
International Professionals does.
*Although listed as “competition” Hispanic Latino Business Coalition & Greater Louisville International Professionals work together with
NSHMBA to achieve a great good for the community.

13. 2. CUSTOMER ANALYSIS -The BEFORE Worksheet-
The BEFORE Worksheet

14. 2. CUSTOMER ANALYSIS –Real Interviews-
Attributes Attributes II Importance How Rate US How Rate Comp
Networking inside company Networking H 2 2
Networking outside company Networking H 2 2
Satisfaction to be part of a hispanic organization Personal Satisfaction L 3 1
Satisfaction to help other people and society Personal Satisfaction L 2 2
Scholarships Education L 3 1
Get a good menthor Professional Devolpment M 1 2
Someone to guide you Professional Devolpment M 1 2
Tips to improve personal Professional Devolpment M 1 2
Workshops Professional Devolpment M 1 2
How to deal with stress Professional Devolpment M 1 1
How to work with foreigners Professional Devolpment M 1 1
Leader as a coach Professional Devolpment M 1 2
Keep me update with world changes World Trends M 1 3
Are you up to date with what the market needs? World Trends M
Curiosity Novelty L
Scholarships Education M 3 1
Network with Entrepreneurs Networking M 2 3
Entrepreneur perspective Entrepreneur vision L 2 3
What entrepreneur think Entrepreneur vision L 2 3
What motivates entrepreneurs Entrepreneur vision L 2 3
I haven't seen other attributes No other attributes L
Other industries perspective World Trends H 1 3
Perspective to take better career decisions World Trends H 1 2
Perspective to know what is needed in business World Trends H 1 2
Perspective to know how to take other business ideas World Trends H 1 3
Get trained for the future Education M 3 2
Meet people Networking M 2 3
Professionals from other countries/industries Networking M 2 3
A lot of workshops Education M 1 3
A lot of speeches Education M 1 3
Vision from other companies about the world World Trends H 1 3
Vision from other companies about technology World Trends H 1 3
A lot more attributes found ………………Extracted Sample

15. 3. SORTED VALUE
Area G: Customer Unmet
Area A: Our POD needs
*Hispanic organization *How to deal with stress
*Scholarships to Hispanics *How to deal with foreigners
*How can I keep myself up to
Area E: date with what the market needs
Disequities/Equities
*MBA Focused *Coordinate seminars between
*Education driven companies public or private
*National Reputation
*Well know within
NSHMBA Members *Share best practices
*Share knowledge with
Universities community
*Consulting type of information
*The message is not clear
*Don’t remember the
message
*Slow answers from
NSHMBA
*Not as agile to respond as
GLIP
Area C: Competitor POD
*Network with entrepreneurs
*A lot of Workshops
*A lot of Speeches
*Every month some big event
*People with better positions in
companies
Area B: Point Of Parity GLIP *Other industries perspectives
*Professional from other
*Networking inside company countries/industries
*Networking outside company *Vision from other companies
*Meet people other companies about the future of the world
*Meet people at same level or •Vision from other companies
higher about technology
*Satisfaction to help others Area D: The Swamp
*Perspective of growth *Has internship program
*Better ability to attract talent
*Diversity in the members *Better way to promote job
opportunities in the website
Area F: Competitor *Formal answers to companies
Disequities/Equities *Quick response to companies
*Has support from Big *Has support from the city
Companies
*Has name recognition
*Locally focused
*Better established
*Has internship program

16. Sample 1
4. LADDER
Value Accomplishment / Self esteem
Symbolic Quick Success in life
Experiential Share steps of what they did to get
where they are
Meet successful people with similar
Experiential
situations as yours
Relationship Easier to initiate conversations
Benefits
Relationship Identify with the same background
Benefits
Attribute Hispanic Organization Network

17. Sample 2
4. LADDER
Value Financial Security (afraid to loose)
Financial Stay monetary equal and get more
Financial When you get used to something
don’t want to go back and have limitations
Functional Don’t want to go back in quality of life
Saves me money to keep same level of life
Financial
but educating myself
Attribute Scholarships

18. Sample 3
4. LADDER
Value Self-Fulfillment
Experiential Feel well
Experiential Do my job well and help Hispanics
Functional Meet the diversity quota
Functional Look at the pool of people for my company
Attribute Ability to attract talent - Corporate

19. Sample 4
4. LADDER
Value Personal Development
Experiential To feel good about myself
Information To have more knowledge
Functional To get trained
Attribute A lot of Workshops

20. 5. INITIAL GROWTH STRATEGY
Growth Question 1: How do we identify, build and defend
differentiation that is meaningful to customers?
A.1 Promote NSHMBA with
Corporations
A.2 Reach Hispanic Professional
through Corporations
A.3 Promote top 3 values

21. 5. INITIAL GROWTH STRATEGY
Growth Question 2: How do we correct, reduce/eliminate
disequities or reveal equities that customers are unaware of?
E.1 Promote scholarships (Media
and Corporations)
E.2 Standardize communication
with Corporate customers
E.3 Define a promotional item
that people can keep and
remember the top 3 values of
NSHMBA

22. 5. INITIAL GROWTH STRATEGY
Growth Question 3: Should we neutralize competitors
differentiation? If so, how?
C.1 Three network events in
2011 with CEOs included
C.2 CEO speaking about their
stories
C.3 Three network events in
2011 with successful
entrepreneurs

23. 5. INITIAL GROWTH STRATEGY
Growth Question 4: How can we identify totally new growth
ideas around customers unmet needs?
G.1 Multicultural workshops
G.2 Share knowledge with the
community
G.3 Share knowledge among
companies.

24. 6. PLANNING FOR EXECUTION
Analyzing Resources, Capabilities and Value Networks
Picked 5 key strategies from:
Area A:
Area E:
Area G:
Area C:
Build A Reach Hispanics
E -> B Std Communication
E -> A Remember top 3 values
C -> B Network events
G -> A Share knowledge w/community

25. 6. PLANNING FOR EXECUTION
Analyzing Resources, Capabilities and Value Networks
ENHANCING BENEF GROWTH IDEA RESOURCES CAPABILITIES VALUE NETWORK
Build A A.2 *Qty People *Std system to approach *Companies willing to support
Reach *Time corporations. *Corporate supporters
Hispanics *Name people *Develop feedback system
*Meeting room
through Corpor *Std presentation Top 3 values
*Web Page
E -> B E.2 *Qty People *Process lay out *Engineers within NSHMBA
Std Communic *Printers *Methods to communicate *Corporate support
*Money
*Meeting room
E -> A E.3 *Designers *Design *Designers
Remember *Money *Top 3 ideas definition agreement *NSHMBA team
Top 3 values *Meeting room *Method to share ideas
C -> B C.1 *People to organize *Coordination capability *Hotels
Network events *Projectors *Std message *Restaurants
*Computers * CEO’s management system *CEO supporters list
*Meeting room * Customer-Linking process *Entrepreneurs supporter list
* Feedback System
* Network Session Process
* Standardize message
* Communication methods
G -> A G.2 *People *Know how *Local businesses
Share knowledge *Projectors *Interesting subjects *Local Hispanic associations
w/community *Computers *Meeting room
Area A:
Area E:
Area G:
Area C:

26. 7. COMPETITOIR CAPABILITIES
…the competitor analyzed is the Greater Louisville
International Professionals (GLIP)
NSHMBA Pts of Difference NSHMBA Capabilities
*Hispanic organization Network Hispanic Run and Managed
*Scholarships to Hispanics National Fund for scholarships
Pts of Parity NSHMBA & GLIP Capabilities
*Networking inside company Support from local Corporations
*Networking outside company Done 5 network events in 2010
*Networking Benchmark with other NSHMBA Chapters
*Perspective of growth Support from National NSHMBA
Pts of Difference GLIP Capabilities
*Network with entrepreneurs Network of entrepreneurs
*A lot of Workshops Expertise running workshops
*A lot of Speeches Contact with government organizations
*Every months some big event Team in charge of this activity
*Better ability to attract talent Web page well developed
*Better way to promote job opportunities Web page well developed in the website
*Formal answers to companies Good internal procedures

27. BEFORE AFTER
8. FINDING CAPABILITIES
Accomplishment / Self esteem Accomplishment / Self esteem
Quick Success in life Quick Success in life
Share steps of what they did to get Share steps of what they did to get
where they are where they are
Distinctive Capabilities:
CEO’s management system
Customer-Linking process
Meet successful people with similar Feedback System Meet successful people with similar
situations as yours Network Session Process situations as yours
Standardized message
Coordination Capability
Communication Method
Easier to initiate conversations Easier to initiate conversations
Immediate Response:
Develop CEO’s database
Identify with the same background Develop CEO management sys Identify with the same background
Develop feedback system
Define Network Session Manager
Lock standardized pitch
Hispanic Organization Network Define communication method Hispanic Organization Network
Share plan with already developed Companies
Area A:
NSHMBA
A A
INISIDE VIEW

28. Demographics: Hispanic Growth and population
9. DYNAMICS
28

29. Growth Strategy One: Network Events
10. GROWTH STRATEGY CONCLUSIONS
Proposed Strategy Network events
Target Segment Carreer oriented/Passion for Success
Positioning vs Competition Neutralize Competition C -> B
Product Network events
Place Hotels & Restaurants NSHMBA amigo list every 3 months
Pricing Free
Resources People, Equipment, Hotel/Restaurant, media
channel
Capabilities Need to develop a CEO’s database
Need to develop a CEO management sys
Need to develop a feedback system
Need to define the Network Session Manager
Need to lock standardized pitch
Need to define the communication method
(email, radio, newspaper)
Need to develop Hotel&Restaurants network
Value Network Hotels&Restaurants Network
Corporate HR/Diversity Network
Diversity friendly CEOs network
Entrepreneurs Network

30. Growth Strategy Two: Reach Hispanics through
10. GROWTH STRATEGY CONCLUSIONS
Corporations in a professional fashion
Proposed Strategy Reach Hispanics through Corporations
Target Segment All Segments
Positioning vs Competition Build A
Product Awareness Sessions once per month
Place Corporate Facilities
Pricing Free
Resources List of Volunteers to talk about NSHMBA
Time
Standarized presentation
Computer, Projector and meeting room
Web page
Capabilities Schedule of visits to Corporations
Std System to approach Corporations
Develop feedback system
Develop Std presentations
Ability to sign people in the spot
First impression, order and professionalism
Value Network Corporate HR Supporters
Internal Companies Diversity Associations

31. Questions
31