Case Study: Mileniocom, Inc.
Situational Analysis
Mileniocom Corporation was starting a subsidiary venture between seven Latin American investors to sell Internet and telecommunications products and services to the U.S. and Latin American markets. Mileniocom and the subsidiary, PlazaTotal.com, lacked the marketing and public relations resources to develop and implement a business plan.
Objectives
- Unify the vision between a diversely represented company
- Identify investment and partnership opportunities for the startup and write the entire new business plan.
Target Audience Analysis
The growing Latino online market in the United States. 80 percent of second-generation Latinos use the Internet today in the US and the number has been growing exponentially.
Strategy
Develop credibility for the startup among the investment community along with other companies targeting the same customer segment. Key to the success of Mileniocom was its ability to promote the business innovation of PlazaTotal.com through key Hispanic business influencers.
Execution
Crosby-Volmer's market research identified opportunities to ensure the PR message was validated by closing the loop between company initiatives and customer needs. Crosby~Volmer then leveraged its relationships with the Hispanic Chambers of Commerce, Televisa (of Mexico), Univision, Lexicon Corporation, and Telemundo to generate buzz and interest in the PlazaTotal.com endeavors.
Results
Mileniocom raised the necessary investment to build the technology infrastructure for provisioning services, formed a joint venture with the largest Hispanic Network Marketing company in the U.S., became a pending member of the Direct Sellers Association and entered into talks with Terra Networks regarding PlazaTotal.com's future.
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